Interview Analysis Using ATLAS.

ti
SAIDA FARHANAH SARKAM
4191011
FACULTY OF ECONOMICS AND MUAMALAT
 CAQDAS

 Computer-Aided Qualitative Data Analysis

Software
 Toanalyse qualitative data, including
interview transcripts, pictures, video etc.
Why Qualitative Researchers Need to
Use Software

 To help them to visualise research findings

 To help “quantifying” the data for quantitative
person to understand
 For systematic literature review in the thesis
 The real tool is – the researcher!
 When to Use CAQDAS?

Interview Transcribe Analyze

Sample of Interview Transcript
 Coding Technique

 1) Open Code (children code)-example: I love

purple, I love pink, I love pink purple
 2) Axial Code (parent code) – example: pastel
colours
 3) Super Axial Code (grandparent code) –
example: feminine colour that girls like
Example of Diagram Developed with ATLAS.ti
Proposed Conceptual Framework
Finalised Conceptual Framework
 References

1) Creswell, J. W. (2012). Qualitative Inquiry & Research Design: Choosing Among

Five Approaches (3rd ed., p. 448). Thousand Oaks: SAGE Publications Inc.

2) Easterby-Smith, M., Thorpe, R., & Lowe, A. (2002). Management Research: An

Introduction (2nd ed., p. 208). Thousand Oaks: SAGE Publications Inc.

3) Eisenhardt, K. M. (1991). Better stories and better constructs: The case for rigor
and comparative logic. The Academy of Management Review, 16(3), 620-627.
doi:10.2307/258921

4) Friese, S. (2019). Qualitative Data Analysis with ATLAS. ti. SAGE Publications
Limited.

5) Lincoln, Y. S., & Guba, E. G. (2000). Paradigmatic controversies, contradictions,

and emerging confluences. In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of
Qualitative Research (2nd ed., pp. 163–188). Thousand Oaks: SAGE Publications Inc.
References (cont’d)

6) Merriam, S. B. (2009). Qualitative Research: A Guide to Design and

Implementation (3rd ed., p. 320). San Francisco, CA: John Wiley & Sons.
7) Patton, M.Q. (1990). Qualitative Evaluation and Research Methods (2nd ed.).
CA: Sage.
8) Sarkam, S. F. (2015). Motivation Factors of Successful Academic Research
Commercialisation Among Malaysian Technical Universities (unpublished master
dissertation). Othman Yeop Abdullah Graduate School of Business, Universiti
Utara Malaysia, Sintok, Malaysia.
9) Yaacob, N. A. (2011). Issues of Commercialization of Biotechnology Related
Researches in Malaysian Research Universities (unpublished doctoral
dissertation). Universiti Teknologi Malaysia, Skudai, Malaysia.
10) Yin, R. K. (2009). Case Study Research: Design and Methods (4th ed., p. 219).
Thousand Oaks: SAGE Publications Inc.
THANK YOU FOR
LISTENING!

Q&A SESSION