Research methodology: introduction to qualitative research

Coding

• Involves assigning labels or codes to qualitative data to identify patterns and themes
• Codes can be:
  • In-vivo codes: use participants' own words or phrases
  • Descriptive codes: summarize content of data
  • Analytical codes: identify concepts, themes, or patterns
• Coding can be:
  • Manual: done by researcher manually
  • Computer-assisted: uses software to aid in coding

Grounded Theory

• Approach to analyzing qualitative data that involves:
  • Coding: initial, focused, and theoretical
  • Memoing: writing memos to track ideas and insights
  • Theorizing: developing theories from data
• Goal is to generate a theory that explains the phenomenon being studied
• Involves constant comparison of data and refinement of theory
• Theory emerges from data, rather than being imposed upon it

Discourse Analysis

• Focuses on language and communication as social practices
• Examines how language is used to construct and negotiate meaning
• Analyzes:
  • Texts: written or spoken language
  • Discourses: systems of thought that shape language and action
• Goals include:
  • Identifying dominant discourses and power relations
  • Revealing underlying ideologies and assumptions
  • Challenging dominant discourses and promoting social change

Content Analysis

• Quantitative approach to analyzing qualitative data
• Involves:
  • Identifying and coding units of analysis (e.g. words, phrases, themes)
  • Counting and recording frequencies of coded units
  • Analyzing frequencies to identify patterns and trends
• Can be used to:
  • Identify dominant themes or messages
  • Compare content across different sources or time periods
  • Evaluate effectiveness of communication campaigns

Thematic Analysis

• Identifies, codes, and categorizes themes within qualitative data
• Involves:
  • Coding: identifying initial codes and themes
  • Theme development: refining and organizing codes into themes
  • Theme reporting: presenting results and interpreting themes
• Can be used to:
  • Identify patterns and themes across data
  • Develop theories or explanations for phenomena
  • Inform policy, practice, or intervention developments

Coding

• Assigns labels or codes to qualitative data to identify patterns and themes
• Three types of codes:
  • In-vivo codes: use participants' own words or phrases
  • Descriptive codes: summarize content of data
  • Analytical codes: identify concepts, themes, or patterns
• Coding can be done manually or with computer-assisted software

Grounded Theory

• Approach to analyzing qualitative data that involves coding, memoing, and theorizing
• Goal is to generate a theory that explains the phenomenon being studied
• Involves constant comparison of data and refinement of theory
• Theory emerges from data, rather than being imposed upon it

Discourse Analysis

• Focuses on language and communication as social practices
• Examines how language is used to construct and negotiate meaning
• Analyzes texts and discourses (systems of thought that shape language and action)
• Goals include identifying dominant discourses, power relations, and underlying ideologies

Content Analysis

• Quantitative approach to analyzing qualitative data
• Involves identifying and coding units of analysis, counting frequencies, and analyzing patterns
• Can be used to identify dominant themes, compare content, and evaluate communication campaigns

Thematic Analysis

• Identifies, codes, and categorizes themes within qualitative data
• Involves coding, theme development, and theme reporting
• Can be used to identify patterns, develop theories, and inform policy or practice developments