I am doing a qualitative research with a prime purpose to develop a marketing model. For the same i have collected data via a semi structured interview. How should i proceed now with the analysis? Can anyone recommend any work for the same.
Hi,
You can check Grounded Theory Approach.
You may check my papers on this
Regards,
Uday Bhale
Grounded Theory doesn't really apply if you have already collected all your data. Instead, the most common approach would be Braun and Clarke's Thematic Analysis -- their 2006 article that introduced this method has 150,000 citations. But their version of TA has evolved somewhat since then, so I would recommend consulting their 2022 book, Thematic Analysis: A Practical Guide, from Sage.
Nusrat Khan You can either adopt thematic anaylys, OR matrices method of qualitative data analysis. The former method allows for both cross-case as well as sorting data by theme.
I would only add to Sayed's thoughtful step-by-step response that unexpected findings and those that challenge emergent or prior assumptions should be detailed in your discussion as you progress, or summarized where appropriate.
Hi!!!
Against the popular belief, qualitative data analysis is a very systematic process. It's a process where you should start with the coding now. For coding and it's analysis, I recommend the following "Seeking Qualitative Rigor in Inductive Research: Notes on the Gioia Methodology". After you are done with the coding, you will be able to clearly identify the themes, map it against the literature and identify the relationships (if any) which will help you develop your theory.
Additionally, the beauty of the qualitative research lies in the researchers' interpretation and the in-depth understanding of a phenomenon. This helps in coming up with novel insights not discussed or thought of before which should be highlighted as an important contribution of your work. Don't be hesitant in being creative and proposing something new (either a new construct or a new relationship) as long as your data leads to it.
I hope this helps you. All the best for your research!!
Coding of interview data will help identify the themes in qualitative inquiry. Thematic analysis of interviews can provide a thick description of the data.
Hi Shumaila
Qualitative data analysis has many methods. However, framework analysis may be useful for qualitative research novices due to its precise, sequential steps for handling large, complex data.
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