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How To Analyse Qualitative Data From An Interview

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How To Report Qualitative Research

Qualitative Research: A Step by Step Example

Protocols of qualitative research can be published separately and in advance of the study results. However, the aim is not the same as in RCT protocols, i.e. to pre-define and set in stone the research questions and primary or secondary endpoints. Rather, it is a way to describe the research methods in detail, which might not be possible in the results paper given journals word limits. Qualitative research papers are usually longer than their quantitative counterparts to allow for deep understanding and so-called thick description. In the methods section, the focus is on transparency of the methods used, including why, how and by whom they were implemented in the specific study setting, so as to enable a discussion of whether and how this may have influenced data collection, analysis and interpretation. The results section usually starts with a paragraph outlining the main findings, followed by more detailed descriptions of, for example, the commonalities, discrepancies or exceptions per category . Here it is important to support main findings by relevant quotations, which may add information, context, emphasis or real-life examples . It is subject to debate in the field whether it is relevant to state the exact number or percentage of respondents supporting a certain statement .

How To Do Qualitative Data Analysis: 5 Steps

Now we are going to show how you can do your own qualitative data analysis. We will guide you through this process step by step. As mentioned earlier, you will learn how to do qualitative data analysis manually, and also automatically using modern qualitative data and thematic analysis software.

To get best value from the analysis process, its important to be super clear about the nature and scope of the question thats being researched. This will help you select the research collection channels that are most likely to help you answer your question.

Depending on if you are a business looking to understand customer sentiment, or an academic surveying a school, your approach to qualitative data analysis will be unique.

Once youre clear, theres a sequence to follow. And, though there are differences in the manual and automatic approaches, the process steps are mostly the same.

The use case for our step-by-step guide is a company looking to analyze customer feedback – in order to improve customer experience. You can follow these same steps regardless of the nature of your research. Lets get started.

Qualitative Data Analysis: Step

When we conduct research, need to explain changes in metrics or understand people’s opinions, we always turn to qualitative data. Qualitative data is typically generated through:

  • Interview transcripts
  • Audio and video recordings
  • Observational notes

Compared to quantitative data, which captures structured information, qualitative data is unstructured and has more depth. It can answer our questions, can help formulate hypotheses and build understanding. But unfortunately, analyzing qualitative data is difficult. While tools like Excel, Tableau and PowerBI crunch and visualize quantitative data with ease, there are no such mainstream tools for qualitative data. The majority of qualitative data analysis still happens manually.

That said, there are two new trends that are changing this. First, there are advances in natural language processing which is focused on understanding human language. Second, there is an explosion of user-friendly software designed for both researchers and businesses. Both help automate qualitative data analysis.

In this post we want to teach you how to conduct a successful qualitative data analysis. We will teach you how to conduct the analysis manually, and also, automatically using software solutions powered by NLP. Well guide you through the steps to conduct a manual analysis, and look at what is involved and the role technology can play in automating this process.

The 5 steps to doing qualitative data analysis

  • Coding your qualitative data
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    How To Conduct Qualitative Research

    Given that qualitative research is characterised by flexibility, openness and responsivity to context, the steps of data collection and analysis are not as separate and consecutive as they tend to be in quantitative research . As Fossey puts it: sampling, data collection, analysis and interpretation are related to each other in a cyclical manner, rather than following one after another in a stepwise approach . The researcher can make educated decisions with regard to the choice of method, how they are implemented, and to which and how many units they are applied . As shown in Fig. , this can involve several back-and-forth steps between data collection and analysis where new insights and experiences can lead to adaption and expansion of the original plan. Some insights may also necessitate a revision of the research question and/or the research design as a whole. The process ends when saturation is achieved, i.e. when no relevant new information can be found . For reasons of transparency, it is essential for all decisions as well as the underlying reasoning to be well-documented.

    Fig. 1

    Attributions for icons: see Fig. , also Speech to text by Trevor Dsouza, Field Notes by Mike OBrien, US, Voice Record by ProSymbols, US, Inspection by Made, AU, and Cloud by Graphic Tigers all from the Noun Project

    Transcription Is Essential To Qualitative Research Analysis

    Table 1 from Analysing and presenting qualitative data

    Qualitative data is often elusive to researchers. Transcripts allow you to capture original, nuanced responses from your respondents. You get their response naturally using their own wordsnot a summarized version in your notes.

    You can also go back to the original transcript at any time to see what was said as you gain new context. The editable digital transcript files are incredibly easy to work with, saving you time and giving you speaker tags, time marks, and other tools to ensure you can find what you need within a transcript quickly.

    When creating a report, accuracy matters, but efficiency matters, as well. Rev offers a seamless way of doing the transcription for you, saving you time and allowing you to focus on high-quality work instead. Consider Rev as your transcription service provider for qualitative research analysiscontact us today to learn more.

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    Analyzing Qualitative Interviews With Maxqda In 6 Steps

    Most qualitative interviews work with an interview guide that determines the topics of conversation in advance. For this kind of interview, we have developed an analysis method that we call focused analysis of qualitative interviews which we describe in detail in our new book . In the book, youll find detailed recommendations on how to analyze interview data in a systematic and methodically controlled manner.

    The procedure for focused interview analysis is described in six easy-to-follow steps. Within each step, youll find information about how to use MAXQDA.

    Complementing Audio/visual Data With Written Data

    Most qualitative data collection includes some form of note-taking in addition to audio or video recording. In one-on-one interviews, the note-taker is usually the interviewer. For focus groups, a dedicated note-taker is usually present . This note-taker can also serve a dual role of assisting with focus group logistics on the day of the session, such as directing lost participants by telephone, assisting with consent processes, and greeting late arrivals. For observational studies, a data collector may take notes in real time , or after leaving the study site.

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    How Do I Analyze My Interview Data

    Once you have conducted your interviews and have transcribed the interviews, the next step is to organize and process your data in order to interpret and produce an analysis. The process can seem daunting and overwhelming at first. Coding your data, however, makes the process much more manageable, offering some of the most significant insights from your research and helping you create the broader storyline you want to share.

    You can do coding by hand, or use one of the software programs available like like ATLAS.ti or MAXQDA. Here, we offer some basic step-by-step instructions for coding. Be sure to also check out the video by Kent Löfgren for a more detailed discussion of analyzing interview data using coding methodology.

    Step 1: Open Coding

    As you read your interview text, first ask yourself these questions:

    • What do I see going on here?
    • What ideas, themes and concepts appear, and how are they related to each other?

    Write down a list of conceptual categories that you think are significant and/or that come up repeatedly in the interviews.

    Step 2: Focused Coding

    Re-read your interviews and identify sections that relate to your conceptual categories.

    Step 3: Data Compilation

    Cut and paste sections all relating to the same conceptual categories so that they are all together.

    Step 4: Theory building

    Kent Löfgren shares a step-by-step guide to coding qualitative data in this video:

    Qualitative Research In Medicine

    Qualitative Data Analysis

    Qualitative research has seen an increased popularity in the last two decades and is becoming widely accepted across a wide range of medical and health disciplines, including health services research, health technology assessment, nursing, and allied health. There has also been a corresponding rise in the reporting of qualitative research studies in medical and health related journals.

    The increasing popularity of qualitative methods is a result of failure of quantitative methods to provide insight into in-depth information about the attitudes, beliefs, motives, or behaviours of people, for example in understanding the emotions, perceptions and actions of people who suffer from a medical condition. Qualitative methods explore the perspective and meaning of experiences, seek insight and identify the social structures or processes that explain peoples behavioural meaning., Most importantly, qualitative research relies on extensive interaction with the people being studied, and often allows researchers to uncover unexpected or unanticipated information, which is not possible in the quantitative methods. In medical research, it is particularly useful, for example, in a health behaviour study whereby health or education policies can be effectively developed if reasons for behaviours are clearly understood when observed or investigated using qualitative methods.

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    You Might Also Want To Read:

    • Anderson, C. . Presenting and Evaluating Qualitative Research. American Journal of Pharmaceutical Education. Vol 74. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC2987281/
    • Data Analysis. University of West of England. http://learntech.uwe.ac.uk/da/Default.aspx?pageid=1414. Retrieved on 2019/2/17.
    • Hoyos, M. D., and Sally A B. . Institute of Employement Research, University of Warwick. Analyzing Interview Data. https://warwick.ac.uk/fac/cross_fac/esrcdtc/researchandtraining/ct201314/quals/analysing_interview_data_2014_wk3_for_web.pdf.

    What Are 3 Examples Of Qualitative Data

    The hair colors of players on a football team, the color of cars in a parking lot, the letter grades of students in a classroom, the types of coins in a jar, and the shape of candies in a variety pack are all examples of qualitative data so long as a particular number is not assigned to any of these descriptions.

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    How To Assess Qualitative Research

    A variety of assessment criteria and lists have been developed for qualitative research, ranging in their focus and comprehensiveness . However, none of these has been elevated to the gold standard in the field. In the following, we therefore focus on a set of commonly used assessment criteria that, from a practical standpoint, a researcher can look for when assessing a qualitative research report or paper.

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    What Are The Steps In Analyzing Quantitative Data

    Reporting the Results of Computer
    • Data validation is the first step in the process. The purpose of data validation is to find out if the data collection was done in line with the pre-set standards.
    • The second step is data editing. There are errors in large data sets.
    • Data coding is part of the third step.

    The brand will analyze the data to find out what young women want, for example, if they would like to see more variety of jeans. Depending on the type of research there are many different data analysis methods. Researchers need to pick a random sample of surveys to get the data they need.

    The researcher can get in touch with them through email or phone, and check their responses to questions. Its important to fill all the empty fields while editing the data.

    It is important to think about which one is best suited for your research question and what you want to show before applying descriptive statistics. When the research is limited to the sample and doesnt need to be generalized to a larger populationDescriptive statistics are most helpful when the research is limited to the sample and doesnt need to be generalized to a larger population If you are comparing the percentage of children in two different villages, descriptive statistics is enough.

    It can be used to analyze documented information in the form of texts, media or even physical items. Narrative analysis is a method used to analyze content from various sources.

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    Quick Answer: How Do You Analyse Qualitative Data

    Qualitative data analysis requires a 5-step process: Prepare and organize your data. Print out your transcripts, gather your notes, documents, or other materials. Review and explore the data. Create initial codes. Review those codes and revise or combine into themes. Present themes in a cohesive manner.

    Analyze Your Data: Find Meaningful Insights

    Now we are going to analyze our data to find insights. This is where we start to answer our research questions. Keep in mind that step 4 and step 5 have some overlap. This is because creating visualizations is both part of analysis and reporting.

    The task of uncovering insights is to scour through the codes that emerge from the data and draw meaningful correlations from them. It is also about making sure each insight is distinct and has enough data to support it.

    Part of the analysis is to establish how much each code relates to different demographics and customer profiles, and identify whether theres any relationship between these data points.

    Manually create sub-codes to improve the quality of insights

    If your code frame only has one level, you may find that your codes are too broad to be able to extract meaningful insights. This is where it is valuable to create sub-codes to your primary codes. This process is sometimes referred to as meta coding.

    Note: If you take an inductive coding approach, you can create sub-codes as you are reading through your feedback data and coding it.

    While time-consuming, this exercise will improve the quality of your analysis. Here is an example of what sub-codes could look like.

    Correlate the frequency of codes to customer segments

    Segments can be based on:

    • Demographic
    • Behavior
    • And any other data type that you care to segment by

    Manually visualizing coded qualitative data

  • Calculate overall NPS
  • Trends over time

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    Not Being Quantitative Research

    Being qualitative research instead of quantitative research should not be used as an assessment criterion if it is used irrespectively of the research problem at hand. Similarly, qualitative research should not be required to be combined with quantitative research per se unless mixed methods research is judged as inherently better than single-method research. In this case, the same criterion should be applied for quantitative studies without a qualitative component.

    Analysis Of Qualitative Interview Data

    Question 6 | Given Below are two statements … | June 2020 UGC NET | Paper 1

    Analysis of qualitative interview data typically begins with a set of transcripts of the interviews conducted. Obtaining said transcripts requires either having taken exceptionally good notes during an interview or, preferably, recorded the interview and then transcribed it. To transcribe an interview means to create a complete, written copy of the recorded interview by playing the recording back and typing in each word that is spoken on the recording, noting who spoke which words. In general, it is best to aim for a verbatim transcription, i.e., one that reports word for word exactly what was said in the recorded interview. If possible, it is also best to include nonverbal responses in the written transcription of an interview . Gestures made by respondents should be noted, as should the tone of voice and notes about when, where, and how spoken words may have been emphasized by respondents.

    As tedious and laborious as it might seem to read through hundreds of pages of transcripts multiple times, sometimes getting started with the coding process is actually the hardest part. If you find yourself struggling to identify themes at the open coding stage, ask yourself some questions about your data. The answers should give you a clue about what sorts of themes or categories you are reading . identify a set of questions that are useful when coding qualitative data. They suggest asking the following:

  • Of what topic, unit, or aspect is this an instance?
  • Table 10.3 Interview coding

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    An Ethnographic View Of Data: Negotiation Of Meaning

    In the scientific view, which is the dominant paradigm for quantitative research, reality exists independently and data can be collected to represent it. The researcher’s task is to structure the data collection process so that the data represents the truth. For example, if the researcher wants to find out the most important factors sought in a washing powder, they need to formulate the questions in such a way that all the possibilities are catered for.

    The collection and analysis of qualitative data, however, is dominated by the ethnographic paradigm. Ethnographers are concerned to interpret data according to the social world of their participants. Organizations, for example, have their own value systems which will be reflected in the language and the images used both by individuals and in collective statements. For this reason, it is not always possible to take data at face value.

    Silverman gives a couple of examples here:

    “Notes on candidates for job interviews are grouped according to a number of headings name, appearance, acceptability, confidence, effort, organization, motivation omitting ability.”

    “Groupings of statistics often reflect a way of organizing information that in turn reflects cultural perceptions for example, at some times, men are more likely to have their deaths regarded as unnatural than are women.”

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