RESEARCH METHODOLOGY

FOR ECONOMICS AND BUSINESS

Chapter 6: Analyzing Qualitative Data

Professor : Dr. Pham Thi Cam Anh

School of Economics and International Business
Email: [email protected]
 INQUIRY
Saunders, M., Lewis M. & Thornhill A.
(2019), Research Methods for Business
Students, 8th edition. Pearson, Ltd.
• Chapter 13: Analyzing data qualitatively
(p.566-626)
 Lecture outline

6.1. Overview of 6.2. Processing 6.3. Analyzing

qualitative analysis qualitative data qualitative data

6.1.1 The nature of 6.2.1 Preparing data for 6.3.1 Coding and synthesizing data
qualitative data analysis 6.3.2 Recognizing relationships
6.1.2 The nature of 6.2.2 Condensing the data and developing data codes
qualitative analysis 6.2.3 Organizing the data 6.3.3 Developing and testing
theories
6.3.4 Tools supporting qualitative
analysis

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 Learning outcomes

By the end of this chapter, you should be able to:

• understand the diversity of qualitative data and the interactive nature of
qualitative analysis;
• identify the key aspects to consider when choosing a qualitative analysis
technique and the main issues when preparing your qualitative data for
analysis including using computer-aided qualitative data analysis
software (CAQDAS);
• transcribe a recorded interview or notes of an interview or observation
and create a data file for analysis by computer;

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 Learning outcomes

• choose from different analytical aids to help you to analyse your

qualitative data, including keeping a reflective or reflexive journal;
• select an appropriate analytical technique or combination of techniques
for your research project to undertake qualitative data analysis;
• identify the common functions of CAQDAS and describe the issues
associated with its use.

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6.1. Overview of qualitative analysis

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The nature of qualitative data

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 Definition

“Qualitative data refers to all non-numeric data or data that have not been
quantified and can be a product of all research strategies.”

Saunders et al. (2009)

Distinctions between quantitative and
qualitative data

Saunders et al. (2009)

Table 6.1 Distinctions between quantitative and qualitative data

Table 13.1 Distinctions between quantitative and qualitative data

 Diversity and analytical implications

• The variety of ways used to obtain it:

• Verbal data
• Textual data
• Visual data
• Being rich in contextual detail
• Further implications for analysis
The interactive nature of qualitative analysis

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 “Qualitative” vs “Quantitative”
Research*

literature reviews have traditionally been
qualitative, while original research scientific has
primarily been quantitative

trend: there have been more quantitative
approaches to literature review and more
qualitative approaches to original research

and there are increasingly good examples of
creative “mixed methods” design approaches
* All research is “qualitative” in nature.
Distinction has to do
with extent to which there exists consensus that a particular
quality is measurable, and is
measured properly. 13
 The interactive nature of qualitative analysis

• Data collection and data analysis are an interrelated and

interactive set of processes.
• The interactive nature of data collection and analysis allows
you to recognise important themes, patterns and relationships
during data collection.
• This concurrent process of data collection and analysis also
has implications for the way in which you manage your time
and organise your data and related documentation.
 Key aspects to consider when choosing a
qualitative analysis technique

• The methodological and philosophical basis of

the research
• The approach to theory development used in the
research
• The analytical approach used in the technique
• Data fragmentation and reduction versus
maintaining data integrity
• Analytical focus
6.2. Processing qualitative data

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Preparing data for analysis

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 Key issues
• Transcribing qualitative data

• Using electronic textual data including

scanned documents

• The interactive nature of the process

 Transcribing qualitative data

Table 6.2 Alternative ways of reducing the time needed to transcribe audio-recordings

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 Using CAQDAS for qualitative analysis

Summary of functions

• Structure of work
• Closeness to data and interactivity
• Explore the data
• Code and retrieve
• Project management and data organization
• Searching and interrogating
• Writing memos, comments and note
• Output
Using CAQDAS for qualitative analysis
Condensing the data

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 Types of analytical aids
• Interim summaries

• Transcript summaries

• Document summaries

• Self-memos

• Research notebook

• Researcher’s diary
Organizing the data

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 Points to consider

• Deriving categories
• ‘Unitising’ data
• Recognising relationships and developing
categories
• Developing testable propositions
• Qualifying your qualitative data
6.3. Analyzing qualitative data

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Coding and synthesizing data

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 5 principal ways
1. Insertion of a new code or theme into the hierarchy as the result of a
relevant issue being identified through data collection for which there
is no existing code or theme.
2. Deletion of a code or theme from the hierarchy if it is not needed.
3. Merging codes or themes that were originally considered distinctive.
4. Altering the classification of codes or themes, so that some are
promoted to a higher level in the coding template, while others may
be demoted.
5. Changing the scope of a code or theme. Inserted, deleted, merged
and altered codes or themes may have implications for others in the
coding template. This may result in the need to move a code or theme
within the coding template, change its purpose or split it into two or
more new codes or themes.
 Grounded Theory Method

• Initial coding or open coding

• Focused coding
• Axial coding
• Selective coding

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Recognizing relationships and
developing data codes

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 Main types

• Summarising (condensation) of meanings

• Categorizing (grouping) of meanings

• Structuring (ordering) of meanings using

narrative

Saunders et al. (2009)

Dimensions of qualitative analysis

Figure 6.1 Dimensions of qualitative analysis

Saunders et al. (2009)

Developing and testing theories

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Main
approaches
1. Introduction
Analytic Induction
2. Procedure
Deductive Explanation Building
3. Evaluation
Pattern Matching
Tools supporting qualitative analysis

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 Narrative Analysis

• Thematic Narrative Analysis

• Structural Narrative Analysis
 Discourse Analysis

Figure 6.2 A three-dimensional analytical framework for critical discourse analysis

Saunders et al. (2009)
 Visual Analysis

• Analysing visual images as a means to elicit

further data
• Analysing images as visual data in their own right
• Using images as visual representations

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