QUALITATIVE RESEARCH METHODS

Lecture note 3.

Qualitative data analysis

Disclaimer. This lecture note was curated and compiled together using sources that are copyrighted material by the
authors, no part of this note may be reproduced or utilized in any other purpose than learning for the course Business
Research, teacher Emma Incze Ph.D., Savonia University of Applied Sciences.
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Qualitative data analysis is a process that starts with (1) data description, then (2) data analysis
and (3) interpretation of findings.

Here we discuss the process of analyzing interviews (structured or unstructured) and the
process of analysing narrative studies.

The two processes have many similarities (both have the 3 main steps) but there are key
differences too.

Interviews: Analysis often involves coding responses to identify themes and patterns related to
the research questions.

Narrative Studies: Analysis involves interpreting the stories to understand the underlying
meanings, themes, and the way stories are constructed. It often includes examining the
narrative structure, language, and context.

(1) QUALITATIVE DATA DESCRIPTION

It means detailing the characteristics and context of the data collected. This data is typically
non-numerical and can include text, audio, video, and images.

The description phase focuses on:

• Contextual Information: Providing background details about where, when, and how the
data was collected.

• Content Summary: Summarizing the main points or themes observed in the data.

• Participant Details: Describing the participants involved.

(2) QUALITATIVE DATA ANALYSIS

2.1. Data analysis of structured/unstructured interviews

Qualitative data analysis is the process of systematically examining the data to identify
patterns, themes, and insights. This involves several steps:
• Data Preparation

Organizing and preparing the data for analysis, such as transcribing interviews or digitizing field
notes.

• Coding & Thematic Analysis

Coding means assigning labels or codes to segments of data (for example your interview text)
that represent specific themes or concepts.

Thematic Analysis means identifying and analyzing recurring themes or patterns within the
data.

The process of coding & thematic analysis involves several steps:

1. Familiarization with the data to gain a comprehensive understanding of the data.

What to do: read through the data (interview) multiple times, noting initial impressions and
recurring themes.

2. Generating initial codes to identify and label significant features of the data.

What to do:

• Highlighting: Mark interesting or relevant segments of text.

• Labeling: Assign descriptive labels (codes) to these segments. For example, in the sentence
“I often find it challenging to separate work from personal life,” you might use the code
“work-life balance.”

3. Developing a Coding Scheme to create a structured system for organizing codes.

What to do:

• Inductive Coding: Codes emerge from the data itself. For example, if multiple participants
mention “flexibility,” you create a code for it.
• Deductive Coding: Use pre-established codes based on existing theories or literature. For
example, if you are studying remote work, you might start with codes like “communication”
and “productivity.”

4. Applying codes to the entire dataset to systematically code all relevant data.

What to do:

• Consistency: Apply the same codes to similar segments across the dataset.
• Software Tools: There are qualitative data analysis software (e.g., NVivo, [Link]) to manage
and organize codes.

5. Reviewing and refining codes to ensure codes accurately represent the data.

What to do:

• Revisiting data: Re-read the data to check the appropriateness of codes.

• Merging codes: Combine similar codes to reduce redundancy.

• Splitting codes: Divide broad codes into more specific sub-codes if necessary.

6. Identifying themes to group codes into broader themes.

What to do:

• Thematic Analysis: Look for patterns and relationships between codes.

• Hierarchical Coding: Organize codes into main themes and sub-themes. For example,
“work-life balance” might include sub-themes like “flexibility” and “boundary
management.”

Example of coding & thematic analysis.

Imagine you conducted interviews with employees about their experiences with remote work:

“We’ve been working remotely for over a year now, and it’s been a mixed experience. On one
hand, I love the flexibility it offers. I can spend more time with my family and manage my
personal errands without the stress of commuting. However, I often find it challenging to
separate work from personal life. The boundaries have blurred, and I sometimes end up working
late into the night. Additionally, communication with my team has become more difficult. We
rely heavily on emails and virtual meetings, but it’s not the same as face-to-face interactions.
Misunderstandings happen more frequently, and it feels like we’re not as connected as we used
to be.”

Coding the Text:

1. Work-Life Balance:

o Positive Aspects:

▪ “I love the flexibility it offers.”

▪ “I can spend more time with my family and manage my personal errands
without the stress of commuting.”

o Challenges:

▪ “I often find it challenging to separate work from personal life.”

▪ “The boundaries have blurred, and I sometimes end up working late into
the night.”

2. Communication Challenges:

o “Communication with my team has become more difficult.”

o “We rely heavily on emails and virtual meetings, but it’s not the same as face-to-
face interactions.”

o “Misunderstandings happen more frequently.”

o “It feels like we’re not as connected as we used to be.”

Thematic Analysis:
 • Theme: Work-Life Balance

o Flexibility: The employee appreciates the flexibility of remote work, which allows
for better management of personal and family time.

o Blurring Boundaries: The employee struggles with maintaining a clear separation

between work and personal life, leading to extended working hours.

• Theme: Communication Challenges

o Reliance on Digital Communication: The shift to emails and virtual meetings has
made communication less effective.

o Increased Misunderstandings: The lack of face-to-face interactions has led to

more frequent misunderstandings.

o Feeling of Disconnection: The employee feels less connected to the team

compared to when they worked in the office.

2.2. Narrative data analysis

Narrative data analysis involves interpreting the stories collected during a narrative study to
uncover deeper meanings and insights. Here’s a step-by-step guide to the process:

2. Familiarization

• Read and Re-read: Immerse yourself in the data by reading the transcripts multiple
times. This helps in understanding the overall story and context.

• Note Initial Impressions: Jot down any immediate thoughts, feelings, or observations
that arise during this initial reading.

3. Coding

• Identify Key Segments: Highlight or code significant sections of the text that relate to
your research questions or themes.

• Develop Codes: Create labels or codes for these segments. Codes can be descriptive
(e.g., “financial difficulties”) or interpretive (e.g., “sense of isolation”).

4. Categorization

• Group Codes: Organize similar codes into broader categories or themes. This helps in
identifying patterns and connections within the data.

• Refine Categories: Continuously refine and adjust categories as you delve deeper into
the data.

5. Narrative Structuring

• Chronological Order: Arrange the data in a chronological sequence to understand the

progression of events and experiences.
 • Plot and Subplots: Identify the main plot (central story) and any subplots (secondary
stories) within the narratives.

6. Thematic Analysis

• Identify Themes: Look for overarching themes that emerge from the narratives. These
themes should capture the essence of the participants’ experiences.

• Contextualize Themes: Consider the context in which these themes appear, including
cultural, social, and personal factors.

7. Interpretation

• Meaning-Making: Interpret the themes and stories to understand the deeper meanings
and implications. Reflect on how participants make sense of their experiences.

• Theoretical Frameworks: Use relevant theoretical frameworks to support your

interpretations and provide a structured analysis.

8. Representation

• Narrative Summaries: Create narrative summaries or vignettes that encapsulate the key
stories and themes. These summaries should be rich in detail and reflective of the
participants’ voices.

• Visual Aids: Use visual aids like timelines, story maps, or diagrams to represent the
narrative structure and themes.

(3) INTERPRETATION OF RESEARCH DATA AND DISCUSSION OF FINDINGS

Understanding the difference between the interpretation of research data, presenting the
findings and the discussion of findings is crucial for effectively presenting your research.

Here’s a breakdown:

Interpretation of Research Data

Interpretation involves making sense of the raw data collected during your research. It’s about
understanding what the data means in the context of your study. The purpose of data
interpretation is to explain the significance of the data and what it reveals about your research
questions.

When you do the interpretation, you are also highlighting key findings and insights.

Present your findings in a coherent and engaging manner. Use direct quotes from participants to
illustrate key points and themes.

Discussion of Findings

Discussion goes beyond interpretation to place your findings within the broader context of
existing research and theory. It’s about explaining the implications and significance of your
results. The purpose of the discussion is to contextualize your findings, compare them with
previous research, and discuss their implications for theory, practice, and future research.

Involves synthesizing your findings with the literature, discussing the limitations of your study,
and suggesting areas for further research.

Provides a comprehensive understanding of how your findings contribute to the research field. It
answers the “so what” question, explaining why your findings matter.

Key Differences between interpretation of data and discussion of findings

• Focus:

o Interpretation: Focuses on explaining the data itself.

o Discussion: Focuses on the broader implications and significance of the

findings.

• Scope:

o Interpretation: Limited to the data collected in your study.

o Discussion: Expands to include comparisons with other studies and theoretical

implications.

• Content:

o Interpretation: Detailed analysis of data points, patterns, and trends.

o Discussion: Contextual analysis, implications, limitations, and future directions.

Example

• Interpretation: “The results indicate that international students outside of the European
Union find it difficult to secure affordable housing due to high rental costs and lack of
information.”

• Discussion: “These findings suggest a significant barrier to international students’ well-

being and academic success. Compared to previous studies, our results highlight a
growing need for universities to provide better housing support. Future research should
explore specific interventions that can alleviate these challenges.”