Lecture Communication research: Asking questions, finding answers (4/e): Chapter 17 - Joann Keyton

Chapter 17 Analyzing qualitative data Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Analyzing qualitative data Analysis Process of labeling and break down raw data Brings order, structure, interpretation Messy, ambiguous, time consuming Begins after first data collection Reflexive Inductive Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Emic reading of data Etic reading of data Emergent Interpreting data as From participant’s related to theories point of view More conceptual In context data were Without regard to collected context Insider, inductive, Outsider, deductive, and bottom-up top-down emic and etic views of data analysis Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Choosing an analytical method Sorting through a great deal of data is difficult Requires careful choice of analytical method Multiple plausible interpretations will be present The research question may have changed Must remain true to participants’ meanings Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Moving from raw data to interpretation Analysis Process of labeling and breaking down raw data to find patterns, themes, concepts, and propositions Interpretation Making sense of or giving meaning to those patterns, themes, concepts, and propositions Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. ... - tailieumienphi.vn