Summary and Keywords
Qualitative analysis—the analysis of textual, visual, or audio data—covers a spectrum from confirmation to exploration. Qualitative studies can be directed by a conceptual framework, suggesting, in part, a deductive thrust, or driven more by the data itself, suggesting an inductive process. Generic or basic qualitative research refers to an approach in which researchers are simply interested in solving a problem, effecting a change, or identifying relevant themes rather than attempting to position their work in a particular epistemological or ontological paradigm.
Other qualitative traditions include grounded theory, narrative analysis, and phenomenology. Grounded theory encompasses several approaches, including objectivist and constructivist traditions, and commonly invites researchers to theorize a process and perhaps identify its contexts and consequences. Narrative analysis is an approach that treats stories not only as representations of events but as narrative events in themselves. Researchers using this approach analyze the form and content of narrative data and examine how these elements serve the storyteller and the story. Other elements often considered include plot, genre, character, values, resolutions, and motifs. Phenomenology is an approach designed to “open up” a phenomenon and make sense of its invariant structure, its identifiable essence across all narrative accounts. In this approach, the focus is on the lived experiences of those deeply familiar with the phenomenon and how they experience the phenomenon as they are going through it, before it is categorized and conceptualized. Each tradition has its own investigative emphasis and particular tools for analysis—specific approaches to coding, memo writing, and final products, such as diagrams, matrices, and condensed reports.
Keywords: qualitative analysis, basic qualitative research, generic qualitative research, grounded theory, phenomenology, narrative analysis, coding, memo writing, qualitative approaches, qualitative design research methods
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