课件参考学校homework week6analysing qual data dd new

1、ANALYSING QUALITATIVE DATAANALYSING QUALITATIVE DATA (1)DefinitionQualitative data refers to all non-numeric data or data that have not been quantified and can be a product of all research strategiesSaunders et al. (2009)METHODOLOGYQuantitative methodsSurveyQuestionnaireQualitative methodsInterviews

2、Focus groupsMixed methods (hybrid)3 3ANALYSING QUALITATIVE DATA (2)Distinctions between quantitative and qualitative dataSaunders et al. (2009)Table 13.1 Distinctions between quantitative and qualitative dataADVANTAGES AND DISADVANTAGES ADVANTAGES AND DISADVANTAGES OF QUALITATIVE DATA ANALYSISOF QUA

3、LITATIVE DATA ANALYSISQualitative data provides a rich, detailed picture to be built up about why people act in certain ways, and their feelings about these actions. However, it is important to be aware of the advantages and disadvantages of qualitative data analysis as this may influence your choic

4、e of data collection.-Learn Higher & MMU 2008QUALITATIVE RESEARCH“can add totally new dimensions to an issue or question under study” -Riley et al,2000 Researching & Writing Dissertations in Business & managementAmaratunga, D., Baldry, D., Sarshar, M., & Newton, R. (2002). Quantitati

5、ve and qualitative research in the built environment: Application of “mixed research approach. Work Study, 51(1), 117-131. QUANTITATIVE V QUALITATIVEVanderStoep, S. W., & Johnston, D. D. (2009). Research methods for everyday life: Blending qualitative and quantitative approaches. San Francisco,

6、CA: Jossey-Bass.PROVIDES DEPTH AND DETAIL : LOOKS DEEPER THAN ANALYSING RANKS AND COUNTS BY RECORDING ATTITUDES, FEELINGS AND BEHAVIOURS CREATES OPENNESS: ENCOURAGING PEOPLE TO EXPAND ON THEIR RESPONSES CAN OPEN UP NEW TOPIC AREAS NOT INITIALLY CONSIDERED SIMULATES PEOPLES INDIVIDUAL EXPERIENCES: A

7、DETAILED PICTURE CAN BE BUILT UP ABOUT WHY PEOPLE ACT IN CERTAIN WAYS AND THEIR FEELINGS ABOUT THESE ACTIONS ATTEMPTS TO AVOID PRE-JUDGEMENTS: IF USED ALONGSIDE QUANTITATIVE DATA COLLECTION, IT CAN EXPLAIN WHY A PARTICULAR RESPONSE WAS GIVEN(LEARN HIGHER,2008)ADVANTAGES OF QUALITATIVE DATA ANALYSIS:

8、WHY WE DO QUALITATIVE DATA ANALYSISWHY WE DO QUALITATIVE DATA ANALYSIS Looks further than precise numerical evidence Looks for categories such as events, descriptions, comments, behaviour An inductive process - developing theories from the data you have gathered Coding of categories and sub-categori

9、es identified Compares codes, looking for consistencies, differences, patterns etc Looks for new and emerging categories. TYPES OF QUALITATIVE ANALYSIS PROCESS (2)Dimensions of qualitative analysisSaunders et al. (2009)Figure 13.1 Dimensions of qualitative analysisPREPARING DATA FOR ANALYSISKey issu

10、esTranscribing qualitative dataUsing electronic textual data including scanned documentsThe interactive nature of the processQUALITATIVE ANALYSISNotice thingsObserveCode Collect Sort ThinkMake sense ofPatternsDiscover new phenomena1313ANALYTICAL AIDSTypes of analytical aidsInterim summariesSelf-memo

11、sResearchers diaryTYPES OF QUALITATIVE ANALYSIS PROCESS (1)Main typesSummarising (condensation) of meaningsCategorising (grouping) of meaningsStructuring (ordering of meanings using narrativeSaunders et al. (2009)CATEGORISING DATAPoints to considerDeriving categoriesUnitising dataRecognising relatio

12、nships and developing categoriesDeveloping testable propositionsQualifying your qualitative data QUALITATIVE CONTENT ANALYSISBRYMAN (2004) states that qualitative content analysis is probably the most prevalent approach to the qualitative analysis of documents and that it comprises a searching-out o

13、f underlying themes in the materials being analysed (p.392). Being a little bit more specific he defines qualitative content analysis in the following way: An approach to documents that emphasizes the role of the investigator in the construction of the meaning of and in texts. There is an emphasis o

14、n allowing categories to emerge out of data and on recognizing the significance for understanding the meaning of the context in which an item being analyzed (and the categories derived from it) appeared (BRYMAN, 2004, p.542). 41 Bryman, A. (2004). Social research methods. Oxford: Oxford University P

15、ress.CONTENT ANALYSISAnalysing Qualitative dataResearchers regard content analysis as a flexible method for analysing text data (Cavanagh,1997).Cavanagh, S. (1997). Content analysis: concepts, methods and applications. Nurse Researcher, 4(3), 5-16.“Content analysis is a widely used qualitative resea

16、rch technique”. Hsieh, H.-F., & Shannon, S. (January 01, 2005). Three Approaches to Qualitative Content Analysis. Qualitative Health Research, 15, 9, 1277-1288. Definitions“the process of summarizing and reporting written data- the main content of the data and their messages” -Cohen et al ,2009,

17、p 475 Cohen, L., Manion, L., & Morrison, K. (2009). Research methods in education. London, Routledge.Krippendorp 2004 p18 “a research technique for making replicable and valid inferences from text”Content analysis has been defined as “the systematic, objective, quantitative analysis of message c

18、haracteristics.” Neuendorf,2002Neuendorf, K. A. (2002). The content analysis guidebook. Thousand Oaks, Calif: Sage Publications.CODING OF DATA IN CONTENT CODING OF DATA IN CONTENT ANALYSIS)ANALYSIS) Data can be coded according to categories and sub-categories identified by reading and re-reading the

19、 data collected. Categories and sub-categories provide information relevant to the topic studied and used to help explore and clarify the research question. Coding usually starts with a summary of the text you are examining. This kind of coding is called descriptive coding because it essentially for

20、ms a summary description of what is in the transcript or text. This process should then move on to develop codes that go beyond description and start to categorise and analyse the data. This is called Analytic or Theoretical coding Codes can be based on: Themes, Topics Ideas, Concepts Terms, Phrases

21、 Keywords APPROACHES TO QUALITATIVE ANALYSISMain approachesThe deductive approachThe inductive approachDEDUCTIVELY BASED ANALYTICAL PROCEDURESProcedures applicable to qualitative analysisPattern matchingExplanation buildingINDUCTIVELY BASED ANALYTICAL PROCEDURESProcedures applicable to qualitative a

22、nalysisData display and analysisTemplate analysisAnalytic inductionGrounded theory open, axial and selected codingDiscourse analysisNarrative analysisDATA ACQUISITIONInterviewsStructuredSemi structuredUnstructuredFocus groupsObservation 2323DATA Text basedAudioVideo Transcription!2424STAGES Identify

23、 themes or issuesRelationships between themesQuantifyContent analysisAssumption is that words and phrases mentioned most frequently are those that are most important.2525CONTENT ANALYSISIdentify themesQuantifyManuallyTally sheetsComputer basedNVivo (Nud*ist)2626PROCEDUREChoose a number of themes bas

24、ed on your research hypothesisScan your sources for how often the theme is mentionedExtend the no of themes Link themes2727DATA REPRESENTATIONDescriptive How often particular themes are mentionedTabulated or graph2828FOR EXAMPLEJob satisfactionThemesHours PayStatusControl 2929TEXTUAL ANALYSISTextSTA

25、T3030CONTENT ANALYSIS3131ANALYSISThemesLinkage of key words/themesQuantify themes3232WORD CLOUDSSize of words is related to their occurrenceWordleIBM algorithmArrangement is randomNo stemmingTagcloudTagCrowd is a web application for visualizing word frequencies in any text by creating what is popula

26、rly known as a word cloud, text cloud or tag cloud. A word cloud is a beautiful, informative image that communicates much in a single glance. TagCrowd specializes in making word clouds easy to read, analyze and compare, for a variety of useful purposes. 3333WORD CLOUDSWord clouds are visually engagi

27、ng but have many limitations.“When used with care word clouds can serve as a gateway to understanding deep rich qualitative, text based data” (p. 206)Martin, B., & Hanington, B. M. (2012). Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design ef

28、fective solutions. Beverly, MA: Rockport Publishers. content clouds are better for producingdescriptive information than for relational concepts (Kuoet al. 2007).cited in:Cidell, J. (2010), Content clouds as exploratory qualitative data analysis. Area, 42: 514523. doi: 10.1111/j.1475-4762.2010.00952

29、.xWORDLE OR TAGCLOUD WORDLE OR TAGCLOUD - is a proprietary tool for generating tag clouds from text supplied by a user; in essence it calculates the frequency with which words appear within the text and presents them as a graphic with the most frequently used appearing in larger and bolder font whic

30、h can help in determining if a particular document is of relevance.CONTENT ANALYSIS1929 depression2008 depression3636WORDLE1929 recession3737WORDLE2008 recession3838MARKS & SPENCER- OCTOBER 2013MANCHESTER UNITEDRecent news reportsCODING/CONTENT ANALYSIS EXAMPLE- READ THE TEXT AND CIRCLE KEY EVEN

31、TS OR TERMS.“When you move into your own home, youre alone. There is no bustle of people around the house. I miss having someone to chat to when I get home. I put the TV or some music so theres some background noise, the silence makes me feel so alone. Sometimes I will be sat watching trash TV and t

32、hinking I should be out doing something rather than watching this rubbish. I read a lot but sometimes I am too tired and just want to veg out. But its been good to move out of mum and dads as its not healthy to rely on them as they wont last forever. I become independent and made my own decisions. I

33、ts good they still there when I need them. Its good to have some distance as when I was at home I was arguing a lot with my dad and that was what made me decide it was time to go.”AN INITIAL CODING LIST FROM THIS MIGHT BE: Own home Lonely Independence Moving out of parents Conflict Dependence Desire

34、 for company These terms summarise the events and actions noted by the codingCLASS ACTIVITY 1CLASS ACTIVITY 1 Read the passage of text below about Amanda finding out she was pregnant. Look at the list of codes below and decide which code sums up what is being talked about in each line of the text (y

35、ou may use a code more than once). List of codes 1. Breaking up 2. Getting pregnant 3. Insecurity 4. Lifestyle 5. Moving in together 6. Not wanting to move 7. Proposal 8. Settling down 9. Uncertainty CLASS ACTIVITY GRIDSOLUTIONSUMMARYQuantitative analysisContent analysisTextSTATWord clouds (Wordle)4646SUMMARYQualitative data result from the collection of non-standardised data that