UNIVERSIDAD DE DAGUPAN

Arellano Street, Dagupan City

SCHOOL OF PROFESSIONAL STUDIES

Doctor of Philosophy
Major in Educational Management
2nd Semester, SY 2022-2023

Name: LENIE S. PAGALUNAN

Semester: Second Sem. 2022-2023
Professor: Dr. Zosima M. Panganiban
Course: DELM 114 – METHODS OF QUALITATIVE RESEARCH
Subject: Qualitative Data Analysis

REACTION PAPER
Introduction:
Qualitative data analysis is the process of examining and interpreting
qualitative data to understand what it represents.

Qualitative data is defined as any non-numerical and unstructured data; when

looking at customer feedback, qualitative data usually refers to any verbatim or text-
based feedback such as reviews, open-ended responses in surveys, complaints,
chat messages, customer interviews, case notes or social media posts

For example, NPS metric can be strictly quantitative, but when you ask customers
why they gave you a rating a score, you will need qualitative data analysis methods
in place to understand the comments that customers leave alongside numerical
responses.
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Arellano Street, Dagupan City

SCHOOL OF PROFESSIONAL STUDIES

BODY:

Types of qualitative data analysis

1. Content analysis: This refers to the categorization, tagging and thematic

analysis of qualitative data. This can include combining the results of the
analysis with behavioral data for deeper insights.

2. Narrative analysis: Some qualitative data, such as interviews or field notes

may contain a story. For example, the process of choosing a product, using it,
evaluating its quality and decision to buy or not buy this product next time.
Narrative analysis helps understand the underlying events and their effect on
the overall outcome.

3. Discourse analysis: This refers to analysis of what people say in social and
cultural context. It’s particularly useful when your focus is on building or
strengthening a brand.

4. Framework analysis: When performing qualitative data analysis, it is useful to

have a framework. A code frame (a hierarchical set of themes used in coding
qualitative data) is an example of such framework.

5. Grounded theory: This method of analysis starts by formulating a theory

around a single data case. Therefore, the theory is “grounded’ in actual data.
Then additional cases can be examined to see if they are relevant and can
add to the original theory.
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Arellano Street, Dagupan City

SCHOOL OF PROFESSIONAL STUDIES

Coding is the process of labeling and organizing your qualitative data to identify
different themes and the relationships between them.

When coding customer feedback, you assign labels to words or phrases that
represent important (and recurring) themes in each response. These labels can be
words, phrases, or numbers; we recommend using words or short phrases, since
they’re easier to remember, skim, and organize.

Coding qualitative research to find common themes and concepts is part of thematic
analysis. Thematic analysis extracts themes from text by analyzing the word and
sentence structure.

Coding qualitative data makes it easier to interpret customer feedback. Assigning

codes to words and phrases in each response helps capture what the response is
about which, in turn, helps you better analyze and summarize the results of the
entire survey.

Researchers use coding and other qualitative data analysis processes to help them
make data-driven decisions based on customer feedback. When you use coding to
analyze your customer feedback, you can quantify the common themes in customer
language. This makes it easier to accurately interpret and analyze customer
satisfaction.

Coding is a qualitative data analysis strategy in which some aspect of the data is
assigned a descriptive label that allows the researcher to identify related content
across the data. How you decide to code - or whether to code- your data should be
driven by your methodology. But there are rarely step-by-step descriptions, and you'll
have to make many decisions about how to code for your own project.
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Arellano Street, Dagupan City

SCHOOL OF PROFESSIONAL STUDIES

The process of coding qualitative data is an important part of the analytical process
of analyzing qualitative research. When you generate data from qualitative methods
such as semi-structured interviews, qualitative coding allows you to interpret,
organize, and structure your observations and interpretations into meaningful
theories. Coding in qualitative research allows you to be reflexive, critical, and
rigorous with your findings. Continue reading to learn more about coding in research.

The process of coding qualitative data varies widely depending on the objective of
your research. But in general, it involves a process of reading through your data,
applying codes to excerpts, conducting various rounds of coding, grouping codes
according to themes, and then making interpretations that lead to your ultimate
research findings. You may start with an initial round of coding to summarize or
describe excerpts, and then do a second round of coding that adds your own
interpretive lens.

There’s no right or wrong way to code a set of data, just some approaches that are
more or less appropriate depending on your research objective. Below are various
types of coding, which you can mix and match according to what works for you.

A code in qualitative inquiry is most often a word or short phrase that symbolically
assigns a summative, salient, essence-capturing, and/or evocative attribute for a
portion of language-based or visual data.The data can consist of interview
transcripts, participant observation field notes, journals, documents, literature,
artifacts, photographs, video, websites, e-mail correspondence, and so on.The
portion of data to be coded during First Cycle coding processes can range in
magnitude from a single word to a full sentence to an entire page of text to a stream
of moving images. In Second Cycle coding processes, the portions coded can be the
exact same units, longer passages of text, and even a reconfiguration of the codes
themselves developed thus far. Just as a title represents and captures a book or film
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or poem’s primary content and essence, so does a code represent and capture a
datum’s primary content and essence.

Qualitative data coding is the process of assigning quantitative tags to the pieces of
data. This is necessary for any type of large-scale analysis because you 1) need to
have a consistent way to compare and contrast each piece of qualitative data, and 2)
will be able to use tools like Excel and Google Sheets to manipulate quantitative
data.

Inductive coding is when you don’t already have a set scale or measurement with
which to tag the data. If you’re analysing a large amount of qualitative data for the
first time, such as the first round of a customer feedback survey, then you will likely
need to start with inductive coding since you don’t know exactly what you will be
measuring yet.

Inductive coding can be a lengthy process, as you’ll need to comb through your data
manually. Luckily, things get easier the second time around when you’re able to use
deductive coding.

When conducting qualitative research—especially large, multi-year projects—

working in teams has some advantages. Projects benefit from the collective labor,
thought, skill, and energy that team members bring. Teams also advance the
academic goals of learning from others and transferring knowledge across
disciplines and institutions. Teams can be especially good for gathering and
analyzing large amounts of qualitative data. The challenge comes in sustaining the
effort to the end of a project and into the next project. Some of the challenges come
from the nature of qualitative inquiry: because understanding comes iteratively at all
phases of the project, essential ideas, insights, and connections can come from
different members of a team at different points in time. Keeping good records and
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processes become essential. Unfortunately, we often do not realize avoidable

problems until we are in the midst of them.

Despite published accounts of team-based qualitative research, there are few

concise, concrete, practical suggestions for how a team goes about improving the
team and its work. Furthermore, investigators must be confident that processes and
findings will stand up to peer scrutiny, which can be more difficult as data, analysis,
and results are spread across team members, computers, departments, or
institutions. Teams must find ways to manage and analyze large amounts of data,
deal with subtle change that occurs with time, and reduce the competing demands
and crises that may disrupt the effort. We do not propose a specific qualitative
method; instead, we discuss issues we have encountered and synthesize the tools
and techniques we used to improve our team-based qualitative research.

CONCLUSION:

Good qualitative research requires systematic methods by researchers who can

account for the methodological and the analytical paths that led to the reported
findings. In a team-based research setting, little should be left to chance. Processes
and documentation become critical elements of teamwork. The goal is to foster team
processes for efficient, rigorous, and thoughtful analysis; team members can then be
confident in their analyses and products. The tools and strategies do not need to be
rigid or highly structured, but they do need to be systematic and able to be audited.
Qualitative researchers will benefit from further examination and discussion of
effective, field-tested, team-based strategies.

Deductive coding is when you already have a predetermined scale or set of tags that
you want to use on your data. This is usually if you’ve already analysed a set of
qualitative data with inductive reasoning and want to use the same metrics.
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SCHOOL OF PROFESSIONAL STUDIES

To continue from the example above, say you noticed in the first round that a lot of
Yelp reviews mentioned the price of food, and, using inductive coding, you were able
to create a scale of 1-5 to measure appetisers, entrees, and desserts.

When analysing new Yelp reviews six months later, you’ll be able to keep the same
scale and tag the new responses based on deductive coding, and therefore compare
the data to the first round of analysis.

REFERENCES:

https://www.sagepub.com/sites/default/files/upm-binaries/
24614_01_Saldana_Ch_01.pdf

https://chattermill.com/blog/coding-qualitative-data#what-is-qualitative-data-coding

https://delvetool.com/guide

https://getthematic.com/insights/coding-qualitative-data/

https://guides.library.illinois.edu/qualitative/coding

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1466909/

https://guides.library.illinois.edu/qualitative/collaborative-research
https://journals.sagepub.com/doi/10.1177/1609406920968700