Qualitative Data Analysis

Abstract

Data analysis occupies the central position because it is interwoven with both the planning and reporting phases. This chapter provides some basic guidelines for analyzing qualitative data. When analyzing qualitative data, researchers look for common words, themes, and patterns. The affinity diagram process is one way for the research team to quickly identify the common themes. Themes are also useful to identify potential quotes that can be used in the report to highlight specific aspects of the various themes. Analyzing qualitative data has its own challenges that can sometimes make the analysts wish they had used a check-a-box format. For managers contracting for qualitative research, it takes more time to analyze qualitative data than to gather it. Qualitative data collected through observation, content analysis, and other open-ended approaches should be gathered in a way that is organized and preserves the details.

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