Analysing Qualitative Research Data

The analysis of qualitative research involves aiming to uncover and / or understand the big picture - by
using the data to describe the phenomenon and what this means. Both qualitative and quantitative analysis
involves labelling and coding all of the data in order that similarities and differences can be recognised.
Responses from even an unstructured qualitative interview can be entered into a computer in order for it to
be coded, counted and analysed. The qualitative researcher, however, has no system for pre-coding,
therefore a method of identifying and labelling or coding data needs to be developed that is bespoke for
each research. - which is called content analysis.

Content analysis can be used when qualitative data has been collected through:

1. Interviews

2. Focus groups

3. Observation

4. Documentary analysis

Content analysis is '...a procedure for the categorisation of verbal or behavioural data, for purposes of
classification, summarisation and tabulation.'

The content can be analysed on two levels:

1. Basic level or the manifest level: a descriptive account of the data i.e. this is what was said, but no
comments or theories as to why or how

2. Higher level or latent level of analysis: a more interpretive analysis that is concerned with the
response as well as what may have been inferred or implied

Content analysis involves coding and classifying data, also referred to as categorising and indexing and the
aim of context analysis is to make sense of the data collected and to highlight the important messages,
features or findings.

Handling qualitative research data

Handling qualitative research data

1. Researchers can either take notes during their interviews (transcribing) or observations, or take a
recording

2. Using a tape recorder:

3. The benefits tape recording include:

 1. The researcher can concentrate and listen and respond better

2. The discussion flows better when there are no distractions

3. In note taking there is an increased risk of the researcher being more subjective

4. The entire interview/observation is recorded, which gives a better, more holistic picture of
what is going on

5. The participants may feel less observed if the tape recorded is used in a a discreet way

6. During analysis, the researcher has the opportunity to go back over material

4. Transcribing:

1. Transcribing the interview involves taking notes of the interview...it is the full 'script' of the
interview and the aim is to take a full written version of the interview

2. Transcribing an interview is very time consuming, with an estimated time ratio of 5:1 (i.e. 5
hours of transcribing a one hour interview)

2 Tape analysis can be used, which is a combination on the two and involves the researcher taking
notes from the recording

3 Bias must be considered when taking notes or using tape analysis

4 Good quality transcribing relies on skills beyond just taking notes and there is often space for
subjectivity

Presenting Qualitative Research

1. When planning the presentation of qualitative data, consider that the data are:

1. Subjective

2. Interpretative

3. Descriptive

4. Holistic

5. Copious

2. It may be suggested that the researcher base the structure of the presentation of the research
around the categories or themes that have emerged
 3. The themes or categories may be presented as sections with relevant sub-sections

4. Quotes can be used to demonstrate and or inform or support findings, but it is recommended that
the researcher consider the reliability and validity of each quote

5. Consideration may also be given to whether or not qualitative data can be represented in a
quantitative form (i.e. 6 out of 10 people...)

Overview of reporting research findings

Introduction

Introduction of the research, objectives and how achieved, methodology and main findings.

Literature Review

Review any previous work to do with the topic of research. Include a general discussion of how it relates to
research - i.e. supports, contests, proves or disproves.

Method

Discuss how the results were achieved and provide explanations of how data was
gathered/collated/generated and how the data was analysed. Discuss any methodological problems and
their solutions and or effects on the research.

Remember:

1. the purpose of the research section

2. keep notes of what you did, why you did it and what happened

3. remember who your audience will be

Results and Discussion

Provide the interpretation, presentation and/or discussion of the results. Also, any comparisons with the
results of previous research or effects of methods used on the data obtained.

Conclusion

1. has the research question/problem been solved?

2. to what extent have the objectives been achieved?

3. what has been learned from the results?

4. how can this knowledge be used?

 5. what are the shortcomings of the research or methodology used?

http://libweb.surrey.ac.uk/library/skills/Introduction%20to%20Research%20and
%20Managing%20Information%20Leicester/page_76.htm

Collect Data

There are multiple methods and tools that can be used to

collect data, but you must decide which method(s) will best answer your
research questions. In this section, you will learn what should be considered
when determining how you will collect data. You will also learn about several
data collection methods and tools. Additionally, information on how to best
select a sample and increase participation rates will be discussed in this
section.

Factors to consider before selecting a data collection method

Before you select an appropiate data collection method, there are three main
factors that should be carefully considered.

Number 1: Consider the purpose for conducting the evaluation.

You must carefully consider what you want to learn from this evaluation
project and which methods and tools will provide you with the most valid and
meaningful data.
Your research questions should help drive the selection of the
appropriate data collection method(s) and tools.
Another thing to consider when selecting the appropriate method is the
audience you are trying to reach.
o Funders and a board of directors will be interested in very
different types of data than program staff.
o Thus, it is important that you consider the audience when
selecting your data collection methods to ensure that the data will satisfy the
 needs of your primary audience, as well as enable you to present meaningful
results to other types of audiences (OSullivan, 2004).

Number 2: Consider the evaluation design.

The data collection method appropriate for your evaluation design will
differ greatly depending on whether you want or need to use quantitative data,
qualitative data, or both (a mixed methods approach).
Additionally, consider your evaluation project timeline and determine
what can be reasonably completed within the time constraints. Some data
collection methods require a greater time investment than others.

Number 3: Carefully consider the availability of resources for the project (e.g.,
the participant pool for selecting your sample, the budget for the project, and
the staff available to assist on the project).

Some methods are much more costly and require more participants,
staff, and expertise than others.

The table below provides a quick summary of the things you should consider
when deciding on which data collection methods to use for your evaluation
project.

EVALUATION PURPOSE

What are your research questions? Which methods will help you best
answer them and provide the most reliable and valid data?
Who is your primary audience? What types of data will make the most
sense and be the most useful to them?

EVALUATION DESIGN

Do you need quantitative data, qualitative data, or both?

How long is your evaluation project timeline? How much time was
budgeted for data collection and analysis?

AVAILABILITY OF RESOURCES

What is your evaluation budget? How much can you allocate for data
collection?
 What is the availability of staff for this project? What are their areas of
expertise? Will you need to hire external staff to support the project?
How large is your participant pool? What sample size will you need?