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E45Johan Brink, IIE6 December
Qualitative analysisLecture 9
23-04-20
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Agenda
• Chapter 12 Content analysis• Chapter 22 & 23 Qualitative analysis
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Content analysis
Quantitative analysis of text and other visual documents & media
According to pre-set categories
Sampling• Time period• Sources
Analytical techniques• Frequency & Occurrence• Omission• Co-occurrence
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Content analysis: Coding
Coding schedule • The variablesCoding manual• The different values
(description of) the variables can take
• Mutually exclusive and non-overlapping
• Exhaustive
Schedule
Manual
Gender Male, Female
Age Age in years
Profession
Degree, title, None
Clothing Suit, Tie, Jeans, Other
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Content analysis
Pros• Transparent research method• Non interactive• Longitudinal studies• Easy accessCons• Labor intensive• Only as good as the documents• No ability to explain
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Qualitative analysis
Data from interviews and observation
Drawn in rich dataFew well-established
practicesIterativeInterpretation
Theoretically Personally
Needs to be communicated in a very well written style
No clear style –as in quantitative analysis & statistics
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Analytical induction
1 Hypothetical explanation • 2 Deviation –Reformulate
hypothesis• 2 Deviation - Redefine
explanation to exclude deviation• 2 No deviation –hypothesis
confirmed3 Universal explanation
If one case is not explained – reformulate!
Just sufficient, but rarely all necessary
No idea of how many cases
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Grounded Theory
• Theoretical sampling– Theoretical development• Emergent Coding• Theoretical saturation• Constant comparisons – Between empirical data– Between concepts
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CodingOpen coding• Breaking down into concepts
(building blocks – first order)• Form categoriesAxial coding• Put together categories • Link back to text (second order)Selective coding• Compare categories• Condense categories
MemosDescription of codes and
categoriesReflectionsIdeasGaps in analysis
Change theoretical perspectives
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Coding: Example
LEARNING BY DOING… People have worked their way up as they gained experience and made
us expand!...…It basically takes 1.5 years before you know enough to manage your
own activities…...we had developed skills by mainly apprenticeship…LEARNING ON AN ORGANIZATIONAL LEVEL…each time it has led to particular challenges, which then had to be met
and solved. And pretty clearly if they hadn’t been meet the company would have failed and so you have to met those challenges and in by doing so you challenge the way the company operates, and certainty the way forward…
…We have the infrastructure in place we got experienced people with……We had developed a platform and needed to get serious……Each time we move up the scale the level of expertise and experience,
knowledge understanding as well as regulatory compliances improves…
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Visualize
Four steps according to Miles & Huberman
1. Data Collection2. Data reduction (codes…3. Data display (Matrix, Boxes…)4. Conclusion drawing and
verification (Models, Theories, Descriptions)
+ +
+ -
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Qualitative analysis Tools
ATLASNVivo
• Text• Linkages & Trees • Codes, concepts quotations• Memos
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Critique of Grounded theory
Pros• Captures complexity• Generate theoriesCons• Fragmentation – loss of context • Theory neutral observations?• Takes time!• Subjective!
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Narrative
We live in stories!We relate to storiesStories define our identities
1. Abstract statement2. Orientation about when and
where the story took place. Who was there?
3. Construct sequence of events4. Evaluate individuals different
perspectives5. Resolution of final story6. Segments offer insights in the
importance of story
1• Watch how the stories are being
made• Collect the stories• Provoke story telling2• Interpret the stories (what do they
say?)• Analyze the stories (how do they say
it?)• Deconstruct the stories (unmake
them)3• Put together your own story• Set it against/together with other
stories
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Historical
• Let the story talk for itself• Triangulation and sources• Analysis– Up for the reader?– Writer: reflections and
comments
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Text analysis: Tools
• Compressed text //• Doubts ….• Pauses -------• Observations [laughs]
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Phenomelogy: analysis
• A holistic philosophy• How a phenomenon is
perceived by the individual is determined by the context an by isolation do the phenomenon change
• Descriptive rather than explanations – the researcher translate – transform the implicit to explicit
WholeParts
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Some answers
• Task 1: 10%• Task 2: 10%? • Task 3: 60%? – This will be based on the revised proposal• Take home exam (20%): Hand out Mon 10 January - Handin
Sat 15 January ?
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Proposal presentations• 13 and 15 December + 10 and 12 January
• 2 hour /student group in December and then again in January• Each group max 3 students from Master in Management and max
3 students from IIM• Select groups with the help of Doodle –I will mail all registered
students this afternoon• Students comment on students from the same program• You will be graded on the final proposal – A clear discussion and presentation might help us understand
better!– A clear discussion and presentation result in better comments -
improvements Student 2
Student 3
Student 1 Student 2
Student 3
Student 1
Management IIM