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An
 Data analysis in qualitative research
is defined as the process of
What systematically searching and
arranging the interview transcripts,

is observation notes, or other non-

textual materials that the researcher

Qualitative
accumulates to increase the
understanding of the phenomenon.

Data It is not a technical exercise as in

quantitative methods, but more of a

Analysis? dynamic, intuitive and creative

process of inductive reasoning,
thinking and theorising.
Types of Qualitative Data Analysis

Thematic Content Grounded

Analysis Analysis Analysis

Discourse Narrative Phenomenology/

Analysis Analysis Heuristic
analysis
Thematic
Analysis
Thematic analysis looks at patterns of
meaning in a data set.
A thematic analysis takes bodies of
data (which are often quite large) and
groups them according to similarities –
in other words, themes.
These themes help us make sense of
the content and derive meaning from it.
 Familiarize
Generate
yourself
the initial
with the
code.
data.

s
si
ly
in
na
Code

at ps
Find a theme. organization

A
(combining

em te
ic
similarities)

S
Define &
Review the

Th
name the
theme.
theme.
It can be useful for finding out about
people’s experiences, views, and
opinions.
Advantage of
If your research aims and objectives involve Thematic
understanding people’s experience or view of
something, thematic analysis can be a great Analysis
choice.

It is somewhat an exploratory process.

It is not unusual for your research questions to develop,
Disadvantages of
or even change as you progress through the analysis. Thematic
Analysis
It can be quite time-consuming.
Data needs to be re-reviewed each time a research question is
adjusted.
 Exa
Th m p
em le o
ati f
cA
na
lys
is

Codes Themes Codes Themes

Active Individual's Listen to teachers Learning Styles
Willing Participation Writing Notes
Responsible Memorization
Motivated Revision
Enthusiastic Do homework
Content
Analysis
Content analysis is used to evaluate
patterns within a piece of content (for
example, words, phrases or images) or
across multiple pieces of content or
sources of communication.
 Identify
Identify the
patterns of
frequency
deeper
with which an
underlying
idea is shared
interpretations.
or spoken
about.

s
si
t A in
ly
Go into your

na
Group large

en ps
analysis with a
amounts of text very specific

nt te
into codes. question and
goal.

Co S
Tabulate the
Summarise data to calculate
these into the frequency of
categories. certain concepts
or variables.
 It is the most common and
straightforward qualitative data Advantage of
analysis method.
It can be used in such a wide variety of ways.
Content Analysis

It can be very time consuming.

It requires lots of reading and re-reading of the texts. Disadvantages
of
Its multidimensional focus on both qualitative and Content
quantitative aspects.
Because of this, it is sometimes accused of losing important nuances
Analysis
in communication.

It tends to concentrate on a very specific timeline.

It does not take into account what happened before or after that timeline.
 Exa
Co m p
nte le o
nt f
An
Student Needs at the University aly
sis

Initial Codes Counts / Occurrence Themes

Social interaction 110 Non-academic Needs
Financial issues 50
Journal access 200 Academic Needs
Sports activities 55
Grounded
Analysis
Grounded Theory is powerful qualitative
analysis method where the intention is to
create a new theory (or theories) using the
data at hand, through a series of “tests”
and “revisions.”
Go into the analysis with an open mind and
let the data speak for itself – rather than
dragging existing hypotheses or theories
into your analysis - ground up!
The theory develops from the data. Let the
data speak for itself.
 Start with a
general
overarching Analyse a small
question sample.
about a given

s
population.

si
ly
After analysing

d in
the interview data,

na
a general Conduct any

de s
p
hypothesis or qualitative

A
un te
pattern could methods.
emerge.

ro S
Make inferences from If not, look for
the sample - then look commonalities and
for another small adapt the theory
accordingly. As this

G
sample. This is to see
whether this pattern process continues,
or this hypothesis the theory develops.
holds true.
Grounded theory remains a popular Advantage of
(and powerful) option.
Naturally, it is a very useful method when you’re
Grounded
researching a topic that is completely new or has
very little existing research about it, as it allows
Analysis
you to start from scratch and work your way
from the ground up.

Some argue that there’s a tricky circularity to Disadvantages

Grounded Theory. of
For it to work, in principle, you should know as little as
possible regarding the research question and population, so
Grounded
that you reduce the bias in your interpretation.
Analysis
It is also thought to be unwise to approach a research
question without knowledge of the current literature.
A “chicken or the egg” situation.
 Exa
Gro ple m
un o
ded f
A na
Develop a theory about what factors
lys
influences student motivation in the online
learning environment. is

Role of Instructors Participation & attention Learning & teaching

Discourse
Analysis
Discourse is simply a fancy word for
written or spoken language or debate.
It is about analysing language within its
social context.
Analyzing language – such as a
conversation, a speech, etc – within the
culture and society it takes place in.
 To truly understand
these conversations
or speeches, the
culture and history of
those involved in the
communication is

s
important.

si
ly
se in
Identify how culture,

na
history or power

ur ps
dynamics (to name a

A
few) have an effect on

co te
the way concepts are
spoken about.

S
It is important to have
a very specific

is
research question (or
questions) in mind

D
when analysing your
data and looking for
patterns and themes
The potential use of discourse Advantage of
analysis is vast.
There are many social influences in how we
Discourse
speak to each other Analysis

Discourse analysis can also be very time Disadvantage

consuming.
The researcher need to sample the data to the point of
of
saturation – in other words, until no new information and
insights emerge.
Discourse
Analysis
 Exa
Dis m ple
cou of
rse
An
aly
sis

Complimenting Indian Culture Compliments in other

Someone cultures
Narrative
Analysis
Narrative analysis is all about listening to
people telling stories and analysing what
that means.
Since stories serve a functional purpose of
helping us make sense of the world, we
can gain insights into the ways that
people deal with and make sense of
reality by analysing their stories and the
ways they are told.
 Use narrative
analysis to explore
whether how
something is being
said is important.

s
si
ly
e in
Provide insight into their

na
view of the world.

tiv s
Provide powerful

p
A
insights into their

ra te
mindsets and
perspectives.

ar S
Narrative analysis is
about paying
attention to the
stories that people tell

N
– and more
importantly, the way
they tell them.
 Gain insights into the ways that Advantage of
people deal with and make sense of
reality. Narrative
Analysis
Sample sizes are generally quite small due to
the time-consuming process of capturing
narratives.
Because of this, along with the multitude of social and
Disadvantages
lifestyle factors which can influence a subject, narrative of
analysis can be quite difficult to reproduce in subsequent
research. This means that it is difficult to test the findings of Narrative
some of this research.
Analysis
Researcher bias can have a strong influence on the
results.
Need to be particularly careful about the potential biases it can bring into
the analysis when using this method.
 Exa
Na m ple
rra o
tiv f
eA
na
lys
is

Shopaholic Prisoner Entrepreneur

Phenomenology/
Heuristic
analysis
This analysis designed to help you understand
the personal experiences of a subject
concerning a major life event, an experience or
a situation.
This event or experience is the “phenomenon”.
These phenomena may range from relatively
common events to those which are extremely
rare.
It is a great choice if your research involves
analysing people’s personal experiences of
something that happened to them.
 It is subject–
centred. In other
words, it is
focused on the
experiencer.

y/
al ti og
eu en n i
l
om s
o
Use a coding

p
system to identify

en te

ys c
commonalities.

Ph S

s
is
an ri
H
Draw conclusions
that aligns with
research aims and
objectives.
 It is a great choice if your research
involves analysing people’s personal Advantage of
experiences of something that
happened to them. Phenomenology/
Heuristic
Too much focus on the experiencer.
While using a coding system to identify commonalities, it is
analysis
important not to lose the depth of experience or meaning by
trying to reduce everything to codes.

Disadvantages
Sample size will generally be very small. of
Drawing broad conclusions about the generalisability of the findings Phenomenology/
will be impossible.
Heuristic
It is prone to personal bias. analysis
While researcher bias can creep into all forms of research, self-awareness is
critically important as it can have a major impact on the results.
 Exa
Ph m p
eno le o
He m f
uri eno
sti l
c a ogy
na /
lys
is

Teacher in Primary Teacher in

Lecturer in Unitversity
School Secondary School