Qualitative Data Analysis

Why do you need to do it?
The dynamics of the business world today require that a variety of strategies be employed to provide organizational direction and growth. Continuous feedback from customers, employees, employers, and other stakeholders is an effective strategy. Qualitative analysis of this feedback provides an opportunity to discover information and glean insights that may be overlooked with traditional quantitative data analysis techniques. Emerging concerns and issues will be uncovered through the use of open-ended responses. These responses can provide direction and lead to increased opportunities for expansion and growth. Decision-makers can then become proactive while implementing changes that are of benefit to stakeholders.

Qualitative Data Sources
Companies and institutions frequently collect data that are both objective and subjective in nature. Data collection occurs in a variety of ways: surveys, interviews, focus group notes and discussions, notes and minutes of committee and board meetings, written observations, audio and video tapes, pictures, spreadsheets, webpages, articles, books, and many other types of sources.

Qualitative Data Analysis (QDA)
Some of the data are interpreted quantitatively through the use of descriptive statistics. Much of the open-ended data requires a different analytical strategy based on recognition of themes and patterns. This analytical process is generally called qualitative data analysis. Analysis of the written word is sometimes referred to as text analysis.

Who should do the analysis?
Meaningful data analysis requires the expertise and integrity of an objective, professional researcher. Qualitative data analysis involves the choice of appropriate analytical strategies and techniques. In some cases, it may be sufficient to simply categorize, interpret, and summarize the data. In other cases, the researcher may need to explore and develop ideas and themes, which can result in newly generated theories and ideas. These theoretical findings can become an integral part of strategic action plans. It is therefore essential that conclusions and interpretations are generated from meaningful data by an experienced professional who is familiar with the research process. In addition, the final report should be well written, easy to understand, and provided on a timely basis.

Our Services
We can code and analyze your data, or train your staff to use NVivo qualitative software. In either case, you will utilize the source data you regularly collect to provide meaningful feedback.