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Analyzing Qualitative Data for Effective Management Decisions

Explore various methods like discourse, narrative, and argument analysis to decode qualitative data for strategic insights. Learn about advanced computer software tools like NVivo and Atlas-ti for efficient data processing. Gain insights on using repertory grids and cognitive maps for a comprehensive understanding of information. Further readings recommended for in-depth knowledge.

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Analyzing Qualitative Data for Effective Management Decisions

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  1. MANAGEMENT RESEARCH Third Edition, 2008 Prof. M. Easterby-Smith, Prof. R. Thorpe, Prof. Paul R. Jackson CHAPTER 8 Making Sense of Qualitative Data

  2. Learning Objectives • To understand the different approaches to the analysis of qualitative data and what this means for the practice of data analysis • To understand how information technology has enabled analysis through the use of computer packages • Understand how interaction can inform understanding

  3. Analyzing Transcripts

  4. Analyzing Transcripts (cont.) • Discourse Analysis • Narrative Analysis • Conversation Analysis • Argument Analysis

  5. Computers & Software to Analyze Qualitative Data • NVivo: • allows the development of ‘trees’ or sub-nodes that are related to categories or branches of higher level ‘nodes’ • allows the researcher to merge, delete or rename nodes as the analysis progresses • allows rapid searches of transcripts and suggests the ways in which coded texts might be linked through its code-and-retrieve capabilities

  6. Computers & Software to Analyze Qualitative Data (cont.) • Atlas-ti: • large quantities of data needed to be analyzed • multiple codes could be attached to quotations • a record of the number of quotations attached to a specific code could be maintained to produce quantitative output if required • the codings given to all quotations could be tracked

  7. Repertory Grids • Important aspects of a rep grid are: • The focus of the grid • The (group of) elements (between 5 and 10) which are relevant to the chosen focus • The constructs that are elicited to compare and contrast elements in groups of three, known as triads • The way elements are linked to the constructs • Appraisal

  8. Cognitive Maps • Cognitive mapping is a modelling technique that aims to portray managers’ ideas, beliefs, values and attitudes and show how they inter-relate • Individual Maps • Group Maps

  9. Figure 8.7 Cognitive map – vision of the political landscape

  10. Further Reading • Bazeley,P (2007) Qualitative Data Analysis with NVivo. London: Sage. • Charmaz, K. (2006). Constructing Grounded Theory: A Practical Guide Through Qualitative Analysis. London: Sage. • Miles, M.B. and Huberman, A. M.(1994) An Expanded Sourcebook Qualitative Data Analysis. Second Edition, London: Sage. • Hsiu-Fang, H. and Shannon, S.E. (2005). Three Approaches to Qualitative Content Anaslysis. Qualitative Health Research 15(9): 1277-88. • Coffey, A. and Atkinson, P. (1996) Making Sense of Qualitative Data. London: Sage.

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