QUALITATIVE DATA

ANALYSIS

MARICEL S. DIALA,
MBA
What is Qualitative Data Analysis?
 understanding text and image data by
breaking it into parts, then putting it back
together, like peeling an onion.
 helps to uncover the deeper meanings and
patterns in the data.
 to draw conclusions and gain insights from
qualitative research.
Data Analysis Procedure
Simultaneous Procedures:
•In qualitative research, data analysis happens alongside
other tasks like data collection and writing up findings.
•While conducting interviews, researchers might also
analyze previously collected interviews, write memos, and
organize the final report.
•Unlike quantitative research, where data collection,
analysis, and report writing are sequential, qualitative
research intertwines these processes.
Data Analysis Procedure
Winnowing the Data:
•Qualitative data, such as text and images, are dense
and rich, making it impossible to use all of it in a
study.
•Researchers employ a process called "winnowing" to
focus on specific data while disregarding the rest.
•This differs from quantitative research, where efforts
are made to preserve and analyze all data.
Data Analysis Procedure
Using Qualitative Computer Software Programs:
•Researchers can opt to use qualitative computer software
programs to assist in analyzing data instead of hand coding.
•These programs help organize, sort, and search for
information in text or image databases.
•They offer features like storing and organizing data, search
capabilities, and facilitating thematic analysis.
•Popular software programs include MAXqda, Atlas.ti,
Provalis, QDA Miner, Dedoose, and QSR NVivo.
Data Analysis Procedure
Overview of the Data Analysis Process:
•The data analysis process involves sequential steps,
starting from organizing and preparing the data to
representing findings.
•Steps include organizing data, reading or looking at
all data, coding, generating description and themes,
and representing them.
•The process entails multiple levels of analysis and
moves from specific to general understanding.
 Data
Analysis
Procedure
Data Analysis Procedure
Specific Coding Procedures:
•Coding in qualitative research involves categorizing data
into codes.
•Codes can be expected, surprising, or of conceptual
interest.
•Researchers can use predetermined codes or allow them to
emerge during analysis.
•Visual data analysis follows similar steps, including
preparing data, coding images, grouping codes into themes,
and writing narratives.
Sample Interview Protocol
1. Basic Information about the interview.
2. Introduction
3. Opening Question
4. Content Questions
5. Using probes
6. Closing Instructions
Data Analysis Procedure
Further Data Analysis by Type of Approach:
•Qualitative data analysis varies based on research
design.
•Different approaches like narrative research,
phenomenology, grounded theory, case studies, and
ethnography have specific analysis procedures.
•Each approach involves unique steps to analyze and
interpret data effectively.
 Interpretation
•Interpretation in Qualitative
Research: •Finding Meaning:
• Summarizing overall findings • Derived from comparison with
• Comparing findings to literature literature or theories
• Discussing personal views • Confirms or diverges from past
• Stating limitations and suggesting information
future research • Raises new questions prompted by
•Essential Question: data and analysis
• "What were the lessons learned?"
• Reflects researcher's personal
interpretation influenced by culture,
history, and experiences
 Interpretation
• Questioning Approach: • Adapted for different designs
• End study by stating further • Conveys personal, research-based,
questions and action meanings
• Used in transformative qualitative •Limitations and Future Directions:
research approaches • Identify project limitations
•Action Agendas: • Advance future research themes
• Interpretations may call for reform • Address weaknesses in current
and change study
• Narrative outcomes compared with • Point towards useful applications
theories and general literature or knowledge

•Flexible Interpretations:
Validity and Reliability
•Validation of Findings in Research
Process:
• Focuses on validating findings in proposal • Recommended in research proposals.
or study passages.
• Aim: Ensure accuracy and credibility of
findings.
•Distinction in Validity:
• Different connotations in qualitative vs.
quantitative research.
• Qualitative validity: Accuracy of findings
from researcher, participant, or reader
standpoint.
• Terms: Trustworthiness, authenticity,
credibility.
•Multiple Validity Procedures:
• Enhance accuracy and convince readers.
• Eight primary strategies:
• Triangulation of data sources.
• Member checking with participants.
• Rich, thick description.
• Clarifying researcher bias.
• Presenting negative/discrepant
information.
• Prolonged time in the field.
• Peer debriefing.
• External auditor review.
 Validity and Reliability
•Qualitative Reliability:
• Ensuring consistency or stability • Limited in qualitative research.
of approach.
• Documenting procedures and
case study protocols.
• Checking transcripts, code
definitions, and team
communication.
• Intercoder agreement for
consistent coding.
•Qualitative Generalization:
• Emphasis on particularity over
generalizability.
• Some discussion on
generalization in case study
research.
• Requires good documentation
and replication logic.
Reference:

Creswell, J. W., & Creswell, J. D. (2018). Research

design: Qualitative, quantitative, and mixed methods
approaches (5th ed.). Los Angeles, CA: SAGE.
THANK YOU!