Basics of qualitative analysis
Qualitative analysis is any technique used to analyze data in a way other than the use of numbers (quantitative). Qualitative analysis usually involves the technique of CODING or creating categories or classifications from raw data. Nowadays computer coding is rapidly replacing manual coding particularly in the area of keyword search and counting.
A research project may combine qualitative and quantitative techniques to take advantage of both techniques in serving the objectives of the research.
Grounded theory is "a general methodology for developing theory that is grounded in data systematically gathered and analyzed" (Strauss & Corbin, 1994, pp.273). The discussion on grounded theory is beyond the scope of this course. For more on this topic refer to the additional links or the references.
Content analysis
Content analysis "is a technique for systematically describing written, spoken, or visual communication" (Sommer & Sommer, 1997, pp.177). Content analysis can be thought of as a research type, a technique for gathering data, and an analytical tool for analyzing data, all in one. The materials that can be used to analyze may include the following:
visual media (television, film, video)
verbal print media (newspapers, magazines, books)
visual print media (drawings, cartoons, other illustrations)
artistic productions (painting, sculpture, music)
personal documents (autobiographies, letters, diaries)
open-ended questionnaire or interview responses
Content analysis includes not only the analysis of content but also the structure of the material. Content refers to the specific topics or themes found in the material. Structure refers to the form of the topics or themes in the material such as their location or special features or use of photographs).
Content analysis may involve quantitative analysis using counting or may involve qualitative analysis using classification or coding.
Content analysis, which is useful in making cross-cultural comparisons and in examining trends over time, has advantages and limitations (Sommer et.al. 1997).
Advantages of content analysis:
It is research that does not involve the use of people as subjects for the study
Eliminates the use of laboratory equipments and other expensive equipments
It uses material that is already available, hence eliminates researcher bias that may occur during the generation of data using other techniques.
It is unobtrusive where the observer has NO effect upon the material collected.
Limitations of content analysis:
Results of the content analysis are descriptive and not explanatory.
Results cannot reveal the reaction of the audience to the communication
Is restricted by the available materials
Could be tedious and time-consuming
Communication material used in the analysis may not truly reflect reality, caution is suggested when interpreting findings and assuming trends
Procedures for qualitative content analysis:
you skim the material,
you identify major themes (classified as categories),
overlapped or duplicate categories are combined
Check the example in the required reading.
Behavioral mapping
Mapping in general is used to study the relationship between people and environments. When we are concerned with how people use the environment we use behavioral mapping. When we are concerned with how people imagine environments we use cognitive mapping.
Behavioral mapping: depicts people's location and movement in space (how people distribute themselves in space). It could be of two types. Place-centered maps are used to learn about spaces where the observer is stationed in the space and records people on prepared diagrams. Individual-centered maps is used to learn about individuals where the observer follows people across time and space. In architecture and urban design, the place-centered maps are more relevant.
Cognitive mapping: depict the mental images that people have of spaces.
Procedures for behavioral mapping:
Draw maps of the spaces under study,
prepare a notation system or scoring symbols for anticipated types of behaviors,
record behaviors as they are observed at different time slots.
Behavior maps basically records a cross-section in time of behavior using observational techniques, video recording, time-lapse photography etc. Recording behavior must be done systematically and reliably. Individual's location in space, where behavior occurs, and what behavior occurs are examples of recorded items that depict the use of space.
The following items are topics for discussion during this lecture. Students should prepare their thoughts and ideas around these topics.
Qualitative versus quantitative analysis
Coding
Content analysis
Behavioral mapping
Sommer, B. & Sommer, R. (2002). A Practical Guide to Behavioral Research: Tools and Techniques, 5th ed. Oxford: Oxford University Press. (Chapter 11, pp.177-187, Content Analysis).
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This page last revised: 09/05/03
