Abstract
This chapter illustrates how to do qualitative data analysis. The principles of grounded theory methodology are taken as the main reference for developing a rigorous analysis of the data. Several examples and case studies are discussed to show the practicalities of qualitative data analysis. While explaining the mechanisms of qualitative data analysis, this chapter frames data analysis as part of the overall research process. Methods used in qualitative research give access to people's stories and experiences through language and captures the complexities of social processes. Grounded theory methodology is used to illustrate an approach to coding. Coding is about finding key themes in qualitative data in the form of a text and developing explanations of the research questions. Several approaches to coding—from open and axial coding to selective coding—are systematically presented. Issues of validity and reliability of qualitative data are also addressed within the overall process of research and data analysis leading to the writing-up.
TopBackground
Qualitative data analysis is very much linked to the process of qualitative research design and the process of empirical research effectuated in the field. Qualitative methods facilitate a holistic approach to analysing social processes (Flick, 2014), where the explanation of these processes is based on how members of a social group define their situation and attach meanings to daily experiences (Gibbs, 2018). A holistic approach to social research implies that the researcher does not formulate too rigid hypotheses at the start, nor take for granted what are the main factors in play for the phenomenon under research. Rather, the researcher moves from more general assumptions about sets of meanings that the members of a social group may attribute to the phenomenon in question. The data analysis that follows from this approach is usually set to make sense of a large number of accounts (in the linguistic form), which provide the evidence for a general description and explanation of social dynamics in play around a social issue (Miles, Huberman & Saldaña, 2018).
Key Terms in this Chapter
Qualitative Data: A (usually large) series of notes, transcripts, observations in forms of text.
Analysis: Breaking down to common elements a series of facts, accounts and observations, to find patterns.
Sensemaking Process: People usually try to make sense of their social circumstances. Qualitative data analysis is about capturing this attempt of research participants through interpretation.
Holistic Approach: An approach to social analysis that takes into account the totality of factors influencing people’s social behaviour.