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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