Chapter 9

•Ximena Cubillos
•David Cabrera
•Joaquin Anquino
•Cristina Gonzales
Qualitative
Qualitative analysis
research data involves the process of
making sense of data

analysis that are not expressed

in numbers.
 Qualitative researcher
• Qualitative researchers examine how
people learn about and make sense of
themselves and others and how they
structure and give meaning to their daily
lives. Therefore, methods of data collection
are used that are flexible and sensitive to
the social context.
Narrative for the qualitative researcher
• Narrative analysis is a form of qualitative
research in which the researcher focuses on a
topic and analyzes the data collected from case
studies, surveys, observations or other similar
methods
 The researcher’s learning as qualitative data
• The role of the researcher in qualitative research
is to attempt to access the thoughts and
feelings of study participants. This is not an
easy task, as it involves asking people to talk
about things that may be very personal to them.
The process of qualitative data analysis in
the picture.
Data assembly means the gathering of data from a variety of
sources.
• 1 Notes taken during or after interviewing or observations.
• 2 Reflections of researchers, moderators involved in the data-collection
process.
• 3 Theoretical support – from secondary data, intelligence.
• 4 Documents produced.
• 5 Photographs, drawings, diagrams, visual images.
• 6 Audiotape recordings and transcripts of those recordings.
• 7 Video recordings.
• 8 Records made by participants, such as mood boards or collages.
• As discussed in the previous section, the researcher should get into
the habit of maintaining a notebook, diary or field notes.
• Field notes refer to qualitative notes recorded by scientists or
researchers during field research, during or after their
observation of a specific organism or phenomenon they are
studying.
• Data reduction is the process of reducing the amount of capacity
required to store data. Data reduction can increase storage
efficiency and reduce costs.
• The transcripts are a vital, and for most studies the, primary data
source in qualitative
• Transcripts ‘Hard copies’ of the questions and probes and the
corresponding answers and responses in focus groups or in-depth
interviews data analysis.
• The researchers with their transcripts, notes and other supporting
material must decide what is relevant in all these data. Reducing the
data involves a process of coding data.
• Coding data Breaking down qualitative data into discrete chunks and
attaching a reference to those chunks of data.
DATA
DISPLA
Y
Data display is an organised, compressed assembly of
information that allows the analyst to draw conclusions
and move on to the next step of analysis. It can be in a
graphical format, with boxes summarising issues and
connecting arrows showing the interconnection between
issues. Verbatim quotes can be used to illustrate the
issues or the interconnections. The overall structure
allows the decision maker to see the general meaning in
the collected data, and the illustration of issues or
interconnections brings that meaning to life.
DATA VERIFICATION
Data verification involves seeking alternative explanations
through other data sources and theories. Qualitative
researchers are beginning to decide the meaning of their
observations and noticing regularities, patterns, explanations,
possible configurations, causal flows and propositions. Final
conclusions may not appear until data collection is over, so
researchers need to demonstrate that they have pre-sented a
valid meaning of the data. The concept of theoretical
understanding, field notes and theory from secondary data,
intelligence and the literature can help to guide what may be
reasonably expected as a meaning. Other means to verify the
data can be through seeking 'similar' research findings and
explanations taken from different contexts, different time
frames and different researchers.
Triangulation and participant validation are two forms of
validation that facilitate cross-verification of data, allowing for
more confidence in the validity of findings.
 GROUNDED THEORY
Grounded theory is a research approach used to generate new
theories, provide a fresh perspective on existing knowledge,
and challenge existing theories. It is used to capture contextual
complexities in which action unfolds, enabling researchers to
understand better the interrelationships of context and action.
Limitations of grounded theory: Grounded theory has been
criticised for its failure to acknowledge implicit theories that
guide researchers in the early stages of their work, leading to
constrain observations and a lack of focus.
THE GROUNDED THEORY
APPROACH TO ANALYSING DATA

• Grounded theory data coding: it involves an initial or open coding process, followed by selective or focused coding to
synthese and conceptualise large amounts of data. Researchers should regularly address the data with questions to
answer how codes are defined, connected and subsumed into broader categories.
• . Memo writing: Memo writing helps researchers define categories, generate ideas, reflect on gaps and missed
opportunities, and treat coded data as distinct categories.
• Theoretical sampling: Is a type of sampling designed to develop theory by seeking out new data. It encourages
researchers to go to places, people or events that will maximise their opportunities to discover variations among
concepts. By generating more focused data, the process of theory building becomes more precise, explanatory and
predictive.
• integrating analysis: Integrating analysis helps researchers create more focused and well-developed memos to produce
theory that is clear and validated. They should sort the memos, map out a number of ways to order them, choose an
order that works for the analysis, and create clear links between categories.
CONTENT ANALYSIS
Content analysis is a classical procedure for analyzing textual
material, forms of communication and images, focusing on
narrative or images held in brochures or advertising copy. It is
seen as an objective, systematic and quantitative description
of the manifest content of a communication. It involves
observing and analyzing the content or message of
advertisements, newspaper articles, TV and radio
programmers.
Content analysis is a standardized technique for processing
large amounts of data, avoiding researcher effects.
Limitations of content analysis: Content analysis has its
shortcomings due to manifest content, data fragmentation
and quantification. Objectivity and a systematic approach
should be the primary aim, while manifest content should be
treated on a case-by-case basis.
SEMIOTICS
Semiotics is a range of qualitative techniques and approaches that focus on the participants or
consumers, questioning and observing them in a direct or indirect manner. It combines
knowledge and research techniques from across a spectrum of disciplines to develop a richer
and more holistic understanding of consumers. Examples of how semiotics can help marketing
decision makers include mapping out a new market, seeing opportunities to position new
brands, evaluating in-store developments and harmonising the different aspects of marketing
communications. Semioticians investigate the subtext of communication, combing through the
cultural connotations of advertising imagery and language, the colour, shape and forms of
corporate identity, where the brand is distributed and how it is displayed. To maximize the
potential of semiotics, an action research approach may offer the best results. Semiotics
specialists would be vital to the process, but as facilitators and mentors in a workshop-style of
joint working.
LIMITATIONS
OF SEMIOTICS
Semiotics has four core criticisms: reliability,
qualitative data set, logic of interpretation,
and consumer theory. Reliability lies in how
reliable or replicable it is, while quantitative
data set can be difficult to assemble. Logic of
interpretation relies on a shared knowledge
of a cultural background and intuition, which
may be valid but difficult to validate.
Consumer theory suggests that the
consumer should have a more active role in
interpreting, accepting or resisting the
brand's meanings.
QUALITATIVE DATA
ANALYSIS SOFTWARE
Quantitative data analyses can be conducted without the aid of a
computer, allowing for a more efficient and effective process. Qualitative
data analysis software is used to help with the technical integration of
data assembly, reduction, display and verification. It involves an iterative
cycle of reflection and innovation and requires quick feedback.
1. How may the social and
cultural background of
researchers affect the way
they:
a gather qualitative data?
b interpret the whole array of
qualitative data they have
gathered?
Qualitative research can help researchers to access
the thoughts and feelings of research participants,
which can enable development of an understanding of the
meaning that people ascribe to their experiences.
2. What is the significance of a
qualitative researcher having a
theoretical and marketing
understanding of the subject
they are researching?

Businesses and individuals can get a sense of how

various age groups and demographics view their
offer by using qualitative research effectively. It is
possible to take a much more nuanced approach to
development and marketing by grouping users and
potential customers into distinct personas.
3. What is the significance of a qualitative
researcher having a theoretical and
marketing understanding of the subject they
are researching?

In qualitative research, field notes are frequently recommended as a

method for documenting necessary contextual information. Field notes
ensure that rich context remains beyond the original research team in
light of the increasing use of data sharing, secondary analysis, and meta
synthesis.
4. What should be
recorded in a field
notebook?
• First, they work as descriptions: you write them
as notes and details of time, date, activities,
settings, observations, behavior and conversations
in the field. Field notes keep track of observations
that you generally tend to forget over time.
• Scientists and researchers use field journals to
record what they find, observe, and collect.
They often include sketches, diagrams,
observations, and questions.
5. What may be classified as ‘data’ when assembling
data as part of the data analysis process?
• These would include:
• 1 Notes taken during or after interviewing or observations.
• 2 Reflections of researchers, moderators involved in the data-collection process.
• 3 Theoretical support – from secondary data, intelligence.
• 4 Documents produced.
• 5 Photographs, drawings, diagrams, visual images.
• 6 Audiotape recordings and transcripts of those recordings.
• 7 Video recordings.
• 8 Records made by participants, such as mood boards or collages
VIDEOS
https://www.youtube.com/watch?v=jkwuc-vIhnI
https://youtu.be/wbdN_sLWl88