Qualitative data analysis
Let’s build on the previous activity by continuing our exploration of qualitative and quantitative data analysis.
Watch the video and then summarise what you have learned.
The problem with qualitative data is that there is often a great deal of it. And initially, it is difficult to organise it in any specific way.
The aim of qualitative data analysis processes is to reduce the data down to a manageable amount and to organise it in a fashion that allows themes to emerge.
One error that many novice qualitative researchers make is to collect a lot of data– for example, conduct 10 to 12 interviews and then begin to analyse data.
The qualitative research process is emergent and iterative, so data collection and data analysis are done concurrently. The analyses may inform the next round of data collection.
Understanding Research Methods in Business
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