Lecture Communication research: Asking questions, finding answers (4e) Chapter 17: Analyzing qualitative data

Lecture Communication research: Asking questions, finding answers (4e) Chapter 17: Analyzing qualitative data. After reading this chapter, you should be able to: Distinguish between emic and etic readings of data, distinguish between the analysis and interpretation of qualitative data, write an analytical memo, search textual data for relevant codes to be analyzed,... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without

the prior written consent of McGraw-Hill Education.

ANALYZING QUALITATIVE DATA

Chapter 17

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

ANALYZING QUALITATIVE DATA

 Analysis

 Process of labeling and break down raw data

 Brings order, structure, interpretation

 Messy, ambiguous, time consuming

 Begins after first data collection

 Reflexive

 Inductive

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

EMIC AND ETIC VIEWS OF DATA ANALYSIS

EMIC READING OF DATA ETIC READING OF DATA

 Emergent

 From participant’s point of

view

 In context data were

collected

 Insider, inductive, and

bottom-up

 Emergent

 From participant’s point of

view

 In context data were

collected

 Insider, inductive, and

bottom-up

 Interpreting data as related

to theories

 More conceptual

 Without regard to context

 Outsider, deductive,

top-down

 Interpreting data as related

to theories

 More conceptual

 Without regard to context

 Outsider, deductive,

top-down

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

CHOOSING AN ANALYTICAL METHOD

 Sorting through a great deal of data is difficult

 Requires careful choice of analytical method

 Multiple plausible interpretations will be

present

 The research question may have changed

 Must remain true to participants’ meanings

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without

the prior written consent of McGraw-Hill Education.

MOVING FROM RAW DATA TO INTERPRETATION

Interpretation

Making sense of or giving meaning to those

patterns, themes, concepts, and

propositions

Analysis

Process of labeling and breaking down raw data

to find patterns, themes, concepts, and

propositions

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

ANALYTICAL MEMO

 Captures your first impressions of and reflections on

data

 Researcher writes memos to him or herself

 Not part of the data

 First attempt at analyzing

 Suggests avenues for additional collection or analytical

schemes

 Researcher’s not participants’ evaluation

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without

the prior written consent of McGraw-Hill Education.

DIAGRAMMING DATA

 Place data into tables, diagrams, or graphs

 Helps see relationships

 Organize by

 Case

 Subject

 Theme

 Event

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

CODING AND CATEGORIZING DATA

 Reduces data into manageable size

 Category

 Set of similar excerpts, examples, or themes

 Existing or emergent

 Develop tentative labels

 Categories and labels will become

clearer over time

 Return to research questions

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

Copyright © 2015 McGraw-Hill Education All rights reserved No reproduction or distribution without

the prior written consent of McGraw-Hill Education.

GROUNDED THEORY

 Develop theory by

examining relationships

between data and

categories

 Use constant-comparative

method to develop

categories relative to each

other

 Categories can change and

new categories added

 Steps

• Become familiar with data by

reading and re-reading

• Code data

• Develop initial, inductive

categories

• Revise categories

• Write memos to explore ideas

• Iterative approach for coding

data

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

 First pass through data

 Unrestricted

 Open to all possibilities

 Number of categories

 Labels of categories

 Relationship of categories

 First pass through data

 Unrestricted

 Open to all possibilities

 Number of categories

 Labels of categories

 Relationship of categories

 Subsequent passes through

data

 Linking categories in

meaningful ways

 Categories are collapsed or

relabeled

 Theoretically saturated when

categories are stable

 Subsequent passes through

data

 Linking categories in

meaningful ways

 Categories are collapsed or

relabeled

 Theoretically saturated when

categories are stable

Two types of coding