tailieunhanh - Lecture Communication research: Asking questions, finding answers (2/e): Chapter 16 - Joann Keyton

Chapter 16 - Analyzing qualitative data. After reading this chapter, you should be able to: Distinguish between the analysis and interpretation of qualitative data, write an analytical memo while collecting qualitative data, search textual data for relevant codes to be analyzed, create a coding scheme for qualitative data,. | Chapter 16 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 – back and forth Inductive Analyzing Qualitative Data The process of identifying themes Read all data to get overall sense Start broad list of themes Read data again looking for relationships among themes Read data again looking for instances that don’t’ fit themes Use the literature to guide your analysis Choosing Analytic Method Sorting through a great deal of data is difficult Multiple plausible interpretations will be present The research question may have changed Still must remain true to participants’ meanings Analytical Memos Captures first impression and reflections 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 | Chapter 16 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 – back and forth Inductive Analyzing Qualitative Data The process of identifying themes Read all data to get overall sense Start broad list of themes Read data again looking for relationships among themes Read data again looking for instances that don’t’ fit themes Use the literature to guide your analysis Choosing Analytic Method Sorting through a great deal of data is difficult Multiple plausible interpretations will be present The research question may have changed Still must remain true to participants’ meanings Analytical Memos Captures first impression and reflections 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 Dealing with Data Place data into tables, diagrams, or graphs Helps see relationships Computer-assisted data analysis Data management Data analysis The intellectual hard work of analyzing remains Coding and Categorizing Data Reduces the data into a manageable size Category = set of similar excerpts, examples, or themes Existing or emergent Label categories with a few words or short phrase Look for opposite or negative cases Thematic Analysis Theme = conceptualization of interaction, relationship, event Three criteria Recurrence Repetition Forcefulness Process of Interpretation Making sense or giving meaning to patterns, themes, concepts, and propositions Translating categories into meaningful whole Metaphoric frame Dramatistic frame Theoretical frame Evaluating Interpretation Do participant quotes illuminate the analysis? At least 3 examples Credibility Are findings believable? Are findings agreeable to participants? Triangulation .