QUALITATIVE DATA

ANALYSIS
ANKIT RAM
21MSM3021
 What is Qualitative Analysis?

• Qualitative analysis is a research tool used in businesses in

order to analyze an organization’s overall value based on
non-quantifiable indicators. The non-quantifiable indicators
can be information on items within an organization, such as
their industry cycle, management expertise, responsiveness
to inquiries, strength of business functions, labor relations, or
even their visibility within media.
Uses of Qualitative Analysis

• Develop extensive consumer profiles

• Analyze business information that is not commonly examined
• Determine the impact of customer and employee satisfaction
• Better understand the trajectory of a business
• Learn the importance of surveys and focus groups
• Determine the needs of the target market and audience
• Gain a competitive advantage over other organizations and investors
Qualitative Data Analysis Methods:

1.Content analysis
2.Thematic analysis
3.Narrative analysis
4.Grounded theory analysis
5.Discourse analysis
DATA ANALYSIS SPIRAL
Content analysis:

• Content analysis is a research method that examines and

quantifies the presence of certain words, subjects, and concepts
in text, image, video, or audio messages. The method transforms
qualitative input into quantitative data to help you make reliable
conclusions about what customers think of your brand, and how
you can improve their experience and opinion.
 Thematic analysis:

• Content analysis can be applied to both qualitative and

quantitative data, and focuses on identifying frequencies and
recurring words and subjects.

• Thematic analysis can only be applied to qualitative data, and

focuses on identifying patterns and ‘themes’.
 Narrative analysis:

• Narrative analysis is a method used to interpret research

participants’ stories—things like testimonials, case studies,
interviews, and other text or visual data—with tools like Delve and
AI-powered ATLAS.ti.

• Some formats narrative analysis doesn't work for are heavily-

structured interviews and written surveys, which don’t give
participants as much opportunity to tell their stories in their own
words.
Grounded theory analysis:

• Grounded theory analysis is a method of conducting qualitative

research to develop theories by examining real-world data. The
technique involves the creation of hypotheses and theories through
the collection and evaluation of qualitative data, and can be
performed with tools like MAXQDA and Delve.

• Unlike other qualitative data analysis methods, this technique

develops theories from data, not the other way round.
Discourse analysis:

• Discourse analysis is the act of researching the underlying

meaning of qualitative data. It involves the observation of texts,
audio, and videos to study the relationships between the
information and its context.

• In contrast to content analysis, the method focuses on the

contextual meaning of language: discourse analysis sheds light on
what audiences think of a topic, and why they feel the way they do
about it.
THANK YOU