Analyzing Qualitative Data Systematic Approaches208 by SAC Copyright Publications, tne {this book may be reproduced! or utilized in any form or by any means, icing photocopying, eecoeding, or by any information storage and retrieval writing from the publisher. All nights reserved. Ne part electronic of mechanical, inc system, without permission i For information: SAGE Publications, Ine SAGE Publications India Prt. Led. 2455 Teller Road, B17 1 Mohan Cooperative Industrial Area Thousand Qaks, California 91320, Mathura Road, New Delhi 110 044 naik orclert@ sagepsub com Tnclia SAGE Publications Ltd SAGE Publications Asia-Pacific Pre. Lt 1 Olivers Varel 33 Pekin Street #02-01 55 City Road 1 BEAY 1SP Kingdom ed in the United States of America Library of Congress Cataloging-in Publication Data Bernard, 1. Russell (Farvey Russell), 1940- Analyzing qualitative daa : systematic approaches / H, Russell Bernard, Gery Ryan, peem, ves and index. Inclucles bibliogeaphical refer ISBN 9780.76 19-2490-6 (pbk) 1. Social seiences—Research—Methodologs, 2 1. Ryan, Gery Wayne, U, Title tive research 3. Quantitative esearch N62. Ba38 2010 bod 2—de2: ‘This book is peintect on acid-free paper eo ow Bm o8 76S 4 EDT Acquisitions Fdtior: Vicki Knight Associate Editor: Sean Connelly Editorial Assistant Lawren Habils Prodliction Editor Catherine M. Chilton Gopyy Fetitor: Garule M, Bernard “Tpesetter: CSM Digitals (P) Led Doris Hus Diggs Publication Services Ralgar Abarea Stephanie AdarnsDetailed Contents Preface xvi Acknowledgments xx PART J; THE BASICS 1 1. Introduction to Text: Qualitative Data Analysis 3 Introduction 3 What Is Qualitative Data Analysis? i What Are Data ancl What Makes Them Qualitative? 5 About Numbers and Words 6 Research G 8 1, Exploration & 2 prion 9 3, Comparison > 4. Testing Models 10 Five Kinds of Qualitative Data 10 1, Physical Objects ul 2, Still Images. 13 3, Sounds 4 4. Moving Images: Video 4 5. Texts 15 Further Reading 16 2. Collecting Data 17 Inteoduetion 18 Data Collection Methods 18 Indirect Observation 9 Behavior ‘races 19 Archival Data 20 Secondary Analysis 21 Direct Observation 22 Building Explicit Awareness Spot Observation and ‘Time Alloc: in StudiesPlicitation Methods Unstructured Interviews: Informal and Eihnogeaphic Semistructured Interviews Probing Structured Interviews Questionnaires Accuracy Reducing Errors: Jogging People’s Memories Bliciting Cultural Domains Mixed Methods Focus Groups Participant Observation Case Studies, Life Histories, and uhnographic Decision Modeling ‘Choosing a Data Collection Steategy Data Complexity Data Distance he Missing, Data Trap irning Audio and Video Into Other Forms of D. Transeribing Interviews Further Readings effects dl Response ¢ Histories ding Themes Inteodluction What's a Theme? Where Do ‘Themes Come From? Eight Observational Techniques: Things to Look For 1. Repetitions 2. Indligenous Typologles or Categories 3. Metaphors and Analogies 4 Transitions, 5. Similarities and Ditferences 6. Linguistic Connectors 7. Missing, Data 8. Theory-Related Material Four Manipulative ‘Techniques: Ways to Process Texts 9, Cutting and Sorting 10, Wort Lists and in-Content (KWIC) 11. Word Co-oceurrence 12, Metaeoding, fonds: 28 29 31 33 35 7 38 38 3 0 38 38 oo o 0 63 03 65 6% 66Selecting Among Techniques 1. Rind of Da 2. Skill 3. labor 4. Numbee aad Kinds of Themes 5, Reliability andl Vaiity And Final Further Reading Codebooks and Coding Introduction ree Kinds of Building Codebooks otution of Codebooks | of Codebook Il es Using Exist Codebooks Continue to Develop Hierarchical Organization of Codebooks Applying Theme Coles to Text Examples of the Three Kinds of Codes ‘The Mechanics of Marking Text Coding Data About the Common Cold Using a Text Management Program Multiple Coders Training Goclers How Many Goders Are Enough? ‘The Content of Codebooks Mnemo Short Descriptions and Derailed Descriptions. List of Inclusion and Exclusion Criteria and Atypical Exemplars -s: Bloom's Stucly of AIDS ments of Text Typies Describing The: Finding Typical S Further Reading Introduction to Data Analysis Intcoduction aibase Management ing. a Text Analysis Pro} ‘What Is Analysis the Constant Validity Check a Matrices 79.Profile Matrices Profile Matrices With Qualitative Data I— Van Maan s Study Profile Matrices With Qualitative Data UI—Fie! and Gladwin's Study Proximity Matrices Seeing Patterns in Proximity Matrices— Visualization Methods Presenting Results as Analysis Further Reading Gonceptual Models Introduetion Statistical Models andl Test Analys Adding Weights to Directions A Different Conceptual Model Butlding Models Step 1: Kdentifying Key Concepts Getting a Handle on Things Step 2: Linking Key Constructs conditional Matti Actor Inreriction Models Process Models Deck Tran on Models jtfon Models Activity Models Taxonomies Mental Maps Step 3: Testing the Model Further Reading PART Il: THE SPECIFICS rst Steps in Analysis: Gomparing Attributes of Variables Introduetion Fundamental Features of Comparisons Unies of Ancilysis Atiribuces: > of Measurement ‘Nominal Varialnk Ordinal Variables Interval Naria les Mi us 6 120 120 121 12 122 123, 1 126 12 127 128, 12s 130 Ist 132 132 BT 139 139 139 12 is 145, 146. las las 150) 151 132 132Converting Text to Variable Data Levels of Aggregation p Within-Group Comparison Ceoss-Geoup Comparison Many Types of Comparisons Comparing the Columns And Finally Further Reading wise Comparison Cultural Domain Analysis: Free Lists, Judged Similarities, and ‘Taxonomies Inteoduetion What Are Cultural Domains? CDA Is About Things CDA Is Not About Prefer Free Lasts Prompting Plotting Free Lists Selecting Items From a Free List for Further Study: Analyzing Free List Data Pile Sorts nces 1 Feom Pile Sorts Recording the Importing the Data From Pile Sorts jyzing Pile Sort Data: MDS walyzing Pile Sort Data: Cluster Analysis Analyzing Pile Sort Data: Aggregate Matrices MDS andl Cluster Analysis of the Aggregate Matis: Folk Taxonomies, How to Make a Taxonomy: Lists and Frames ‘Things to Look for in Folk Taxonomies And Finally Further Reading WIC and Semantic Network A\ lysis, Word Counts, Inteoduction KWIC—Key Word in Context An Example of KWIC Word Counts ‘Words and Matrices, Stop Lists: Results of A 9.1 ving the Data in Figur 134 155 158 Ise 158 189 160 lol 161 163 164 166 165 165 165 166 167 168 170 172 io 173 78 180 184 185 186 188 Iso rah ist 12 192 193 196 196 19610. Personal Ads Describing Children Blaborating the Analysis, Word Counts Are Only a Start Semantic Network Analysis converting @ Profile Matrix to Similarity Matrices: Jang und Barnes Study of CE Nolan and Ryan's Study of Horror Films Some Cautions About AIL TI Further Reading, > Lewes Discourse Analysis: Conversation and Performance Introduction Grammar Beyond the Sentence Gonversation Analysis Transcriptions “Taking Turns Adjac Taking Tuens in Pairs, alury A Final Word! About Conversation Analysis Performance Analysis The Chinookan Texts Finding Patterns in Peeformance Sherzee’s Study of a Kuna Chant Language in Use Negroin’s Studly of Situational Ethnicity in New York Dropping Hints and Doing Business There's a Lot Going on Here Critical Discourse Analysis: L Gender antl Discourse Doctor Patient Interaction Coding Doctor-Patient Interactions Further Reading nguage and Power Narrative Analysis Introduction Sociolinguistics Rubinstein's Study of Women's Re: to Their Mother's Death ion Cor paring Narra tives: Bletzer andl Koss's Study 199 204 207 210 210 25; a7 218Sampling Inteoduction ‘Two Kinds of Samples Sample Size in Probability Sampling Sample Size in Nonpro pling Kinds of Noaprobability Samples Quota Sampling Purpos Convenience Sampling Network Sampling: The Snowball and RDS Methods Theoreti ail © or Judgment Sampling, npling Key Informants Further Reading, Appendix: Resources for Analyzing Qualitative Dara References Author Index Subject Index About the Authors 375 379 435 451