Qualitative data is a categorical measurement expressed not in terms of numbers, but rather by means of a natural language description. In statistics, it is often used interchangeably with "categorical" data. When there is not a natural ordering of the categories, we call these nominal categories. Examples might be gender, race, religion, or sport.
When the categories may be ordered, these are called ordinal variables. Categorical variables that judge size (small, medium, large, etc.) are ordinal variables. Attitudes (strongly disagree, disagree, neutral, agree, strongly agree) are also ordinal variables; however, we may not know which value is the best or worst of these issues. Note that the distance between these categories is not something we can measure.
Qualitative Analysis
Qualitative Analysis is the numerical examination and interpretation of observations for the purpose of discovering underlying meanings and patterns of relationships. The most common form of qualitative qualitative analysis is observer impression—when an expert or bystander observers examine the data, interpret it via forming an impression and report their impression in a structured and sometimes quantitative form.
An important first step in qualitative analysis and observer impression is to discover patterns. One must try to find frequencies, magnitudes, structures, processes, causes, and consequences. One method of this is through cross-case analysis, which is analysis that involves an examination of more than one case. Cross-case analysis can be further broken down into variable-oriented analysis and case-oriented analysis. Variable-oriented analysis is that which describes and/or explains a particular variable, while case-oriented analysis aims to understand a particular case or several cases by looking closely at the details of each.
The Ground Theory Method (GTM) is an inductive approach to research, introduced by Barney Glaser and Anselm Strauss, in which theories are generated solely from an examination of data rather than being derived deductively. A component of the Grounded Theory Method is the constant comparative method, in which observations are compared with one another and with the evolving inductive theory.
Four Stages of the Constant Comparative Method
- comparing incident application to each category
- integrating categories and their properties
- delimiting the theory
- writing theory
Other methods of discovering patterns include semiotics and conversation analysis. Semiotics is the study of signs and the meanings associated with them. It is commonly associated with content analysis. Conversation analysis is a meticulous analysis of the details of conversation, based on a complete transcript that includes pauses and other non-verbal communication.
Conceptualization and Coding
In quantitative analysis, it is usually obvious what the variables to be analyzed are, for example, race, gender, income, education, etc. Deciding what is a variable, and how to code each subject on each variable, is more difficult in qualitative data analysis.
Concept formation is the creation of variables (usually called themes) out of raw qualitative data. It is more sophisticated in qualitative data analysis. Casing is an important part of concept formation. It is the process of determining what represents a case. Coding is the actual transformation of qualitative data into themes.
More specifically, coding is an interpretive technique that both organizes the data and provides a means to introduce the interpretations of it into certain quantitative methods. Most coding requires the analyst to read the data and demarcate segments within it, which may be done at different times throughout the process. Each segment is labeled with a "code" – usually a word or short phrase that suggests how the associated data segments inform the research objectives. When coding is complete, the analyst prepares reports via a mix of: summarizing the prevalence of codes, discussing similarities and differences in related codes across distinct original sources/contexts, or comparing the relationship between one or more codes.
Some qualitative data that is highly structured (e.g., close-end responses from surveys or tightly defined interview questions) is typically coded without additional segmenting of the content. In these cases, codes are often applied as a layer on top of the data. Quantitative analysis of these codes is typically the capstone analytical step for this type of qualitative data.
A frequent criticism of coding method is that it seeks to transform qualitative data into empirically valid data that contain actual value range, structural proportion, contrast ratios, and scientific objective properties. This can tend to drain the data of its variety, richness, and individual character. Analysts respond to this criticism by thoroughly expositing their definitions of codes and linking those codes soundly to the underlying data, therein bringing back some of the richness that might be absent from a mere list of codes.
Alternatives to Coding
Alternatives to coding include recursive abstraction and mechanical techniques. Recursive abstraction involves the summarizing of datasets. Those summaries are then further summarized and so on. The end result is a more compact summary that would have been difficult to accurately discern without the preceding steps of distillation.
Mechanical techniques rely on leveraging computers to scan and reduce large sets of qualitative data. At their most basic level, mechanical techniques rely on counting words, phrases, or coincidences of tokens within the data. Often referred to as content analysis, the output from these techniques is amenable to many advanced statistical analyses.