Ch9 Flashcards
What is the data that is analyzed in qualitative research?
Text and image
What is the data analyzed in quantitative research?
Numbers
What is the goal of quantitative analysis ?
To quantify the magnitude of variables and relationships, or explain causal relationships
What is the goal of qualitative analysis ?
deeper understanding
Is qualitative analysis iterative? what does iterative mean?
Yes, researchers revisit data and clarify their thinking during each iteration
Which data analysis is driven entirely by researchers
Quantitative data
What does a good qualitative research employ ?
Member checking
Which data analysis is inductive ? and what does inductive mean
Qualitative data, the theory grows out of the research process
Which data analysis proceeds the theory of the research rather than growing out of it?
Quantitative analysis
What are the 3 steps of analyzing qualitative data?
Data reduction
Constructing data displays
Drawing conclusions
What does data reduction consist of?
- Categorization and coding
- Theory development and iteration
- Negative case analysis
What is categorization?
the process of coding and labeling sections of the transcripts into themes
Which step is the data displays?
Second step
Which step is categorization
first step
What does data display do?
Pictures findings in tables or figures so the data can easily be communicated
What do researchers focus on during the conclusion stage?
Establishing their credibility of their data analysis
During categorization phase, what do researchers base themselves on to analyze data?
on both pre-existing theories and categories from the data
What do they code and develop during the categorizing and coding process?
They code data in margins and develop a code sheet that shows various labels
What is the comparison of differences and similarity between instances of a category useful for?
Useful in better defining constructs and refining theory
What are the 3 factors of establishing credibility in qualitative data analysis?
- careful iterative analysis in categorization and theory development
- the use of negative case analysis
- triangulation
What is negative case analysis ?
Researchers search the data for info that doesn’t conform to their theory
What is triangulation?
The use of multiple methods of data collection, multiple data sets, multiple researchers, multiple time periods to enhance their credibility
What is peer review?
Asking qualitative experts to review their qualitative reports
What are the 3 sections of a qualitative report?
- introduction
- analysis of data
- conclusions and recommendations
What is explained in the introduction of qualitative report?
Objectives and methodology
What is explained in the data analysis of qualitative report?
Findings
What is explained in the conclusion of qualitative report?
marketing implications section. researchers provide info that is relevant to the research problem
What may be used to enhance the communication of findings in the qualitative research report?
verbatim and data displays
intergration
process of moving from identification of themes to the investigation of relationships
selective coding
researchers develop an overall theme around their storyline
