Qualitative data & thematic analysis

Question 1

What is qualitative data?

Answer 1

Information in words or pictures and is non-numerical

Question 2

What is an example of qualitative data in social psychology?

Answer 2

In Milgram’s 1963 obedience study where ppts showed signs of stress through nervous laughter

Question 3

What is a strength of qualitative data?

Answer 3

P - High validity
E - Data doesn’t reduce thoughts and behaviours down to numbers
E - Data will represent true complexities

Question 4

What is a weakness of qualitative data?

Answer 4

P - Low credibility
E - Qualitative data is subjective
E - Others may interpret it differently

Question 5

What is thematic analysis?

Answer 5

A method used to analyse qualitative data by finding patterns and themes within a data set

Question 6

Briefly explain how a thematic analysis is carried out

Answer 6

Step 1: Read and reread the data transcript, try to understand meaning communicated and perspective of ppt
Step 2: Break data into meaningful units
Step 3: Assign a name or a code to each unit
Step 4: Themes identified by grouping together similar units
Step 5: Reread text to ensure themes are correctly allocated and that they include all important aspects of data
Step 6: Conclusions can be drawn which may lead to new theories

Question 7

What is a strength of thematic analysis?

Answer 7

P - High test-retest reliability
E - Uses standardised procedures
E - Easily replicated for consistency

Question 8

What are 2 weaknesses of thematic analysis?

Answer 8

1) Low generalisability - time consuming so sample size might be low to account for this
2) Low validity - Different codes and themes may not fully reflect what the data was trying to get across