How Is Qualitative Data Analysis Done?

Posted by PurviDalvi on January 18th, 2021

There is plenty of research and observation involved in building the success of a brand. Though the task is not as simple as it seems, some companies hire data and research experts for heping them achieve the desired results. They monitor all the activities of the competitors and try to influence the public search results depending on the search rankings.

Qualitative data analysis is one such method. It involves the collection of data through different ways of observation, one on one interviews, focus group discussions, and more. The statistical representation of the data is called categorical information. This involves attributes arranged categorically and properties of an object. While seeking to analyse the data through interviews, there are methods which data analysts use for getting the right information.

Now, there are some steps to gaining such information. Let us learn about them –

Structuring

The information that analysts receive is unstructured and does not make sense when you give a glance. Hence, researchers first transcribe the data they collect. They structure it systematically and convert all of it in text format. They can either export them into the spreadsheet or manually type them. Several technical tools and programs are available for computing the collected data during research.

Organisation

Once you have structured them, researchers organise it. You set an order for presenting them systematically. The ideal way is to by going back to the research objectives and then organising them based on the questions asked. Arrange all the goals in a table format for making them look visually appealing. Avoid working with unorganised data as it leads to wastage of time and efforts.

Coding

The best way to compress a complex and vast data is coding. It categorises and assigns properties as well as patterns for collecting information. This is crucial in data analysis for creating theories from research findings. Once posted the codes to it, build models to gain in-depth insight and making sensible decisions.

Validation

Make sure the collected information has no flaws and is accurate from all aspects. The entire research process includes recurring validation and two significant benefits –

•          Accuracy of research design and methods
•          Reliability of the measures for accuracy

Results

Now to the conclusion bit of the research. Presentation happens in the form of a report. This includes details like methods of analysis, such as public opinion research, the positives, negatives, limitations of the study, suggestions of the findings, and related information to support future research. It also involves the public perception of specific topics and reflects their opinions.