Contents
I ntroduction
234
234
Searching data
235
237
Thick description
238
Comparison
243
245
Categorizing
246
Conceptualizing
247
Theory development
258
259
260
262
Grounding theory
264
Evaluating quality
. Objectives
After reading this chapter you will:
265
___'
'''
I nt ro d uction
In this chapter we continue the process of data analysis following the analytic
cycle (shown at the beginning of Part III, on page
by mabng an analysis plan to focus your analytic tasks and provide a guide to
review your progress, We then discuss the core tasks in the analytic cycle:
description, comparison, categorization, conceptualization and theory devel
opment. These tasks are closely interlinked and are conducted in a circular
manner, with tasks often repeated and conducted simultaneously.
Description is a core analytic task that provides the foundation of data analy
sis, and uncovers the context of behaviour which can provide clues to social or
cultural meaning. Comparison is the next task that allows you to further define
and explore issues and begin to notice patterns in the data. Categorization is a
task that involves grouping codes with similar attributes into broad categories.
Categorization is closely linked with conceptualization, which involves visualiz
ing your data as a whole to develop a conceptual understanding of the issues.
Both categorization and conceptualization move analysis to a higher level of
abstraction and provide the building blocks for theory development, the final task
in the analytic cycle, which moves qualitative research beyond
description and
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as
to keep track of the analysis tasks completed, identify areas missed and review
234
.
,
--
--,
T H E ANALYTIC CYCLE
your progress. In developing your plan of analysis you may consider the overall
purpose of your analysis, the level of analysis needed to meet this purpose and
then identify specific topics, questions, areas or codes on which to begin your
analysis. These areas are discussed in the following paragraphs.
Consider the overall purpose of your analysis. For example, are you trying to
. answer a specific research question? Do you want to generally explore a topic?
Are you identifying issues to be used in a survey? Your plan of analysis should
focus towards this goa1. This may seem obvious, but there are often a multi
tude of topics, questions, or interesting aspects you could explore in your data
and it is easy to lose focus of the overall purpose of the analysis. It is good
practice to write down the purpose of your analysis at the beginning of your
plan, so that you stay focused on this broad goal.
Consider the
"
'-1
.,
235
and searching data for each segment of text where the code is mentioned, then
reading these text extracts and developing an understanding of the issue.
Searching data by codes allows you to focus your analysis on one issue at a
time and slowly build up your analysis. It is important to remember that
searching the data by codes will simply retrieve the segments of text you have
coded with a specific code, therefore if data coding was inconsistent or incom
plete this will be reflected in the data searches.
T here are many ways to search the data and several strategies are summa
rized in Table 10.1. Some strategies are used more often with particular
analytic tasks: for example, a code or topic search is most often used during
description, while a search by subgroups is used more during comparison.
Table 10.1
Search by
A basic search that is continually repeated during analysis. Used most frequently in
code
Search by
A search that uses several codes around a specific topic. Useful in description (see
topic
Search by
subgroup
AnalytiC
search
236
Searching the data is made easier by using a data analysis program (e.g. Atlas.ti,
NVivo, MAXQDA). However, no program will do the analysis for you; these
p rograms will facilitate manipulating the large volume of data in qualitative
research, allow you to do more complex searches and conduct analysis more
qUickly; which is
can
of these will lead to important findings, some will be unfruitful and others
will generate ideas, thoughts and questions for further data searches.
Therefore, it is important to have a system for documenting your searches and
the outcomes of searches as you progress through your analysis so that you
simpler if using a data management program, where you can save, date and
label your searches, keep memos about your analysis and add or refer to these
as your analysis progresses.
__. ....
. __.... __ ..
..
development. These tasks are closely interlinked: not only are they conducted
in a circular manner whereby tasks are repeated during data analysis, but they
to go deeper into the data and develop a more refined understanding of the
issues. The core tasks and circular process of data analysis are reflected in our
analytic cycle.
In addition to the circular nature of data analysis, it may also be viewed as
an analytic spiral (Dey,
analytic spiral and building up your analysis. You move up the spiral from
involves continuously moving up and down the analytic spiral as you develop
theory and then validate it with the data. In this way qualitative data analysis
leads to the development of inductive concepts and theory that are verified
.. ' ..'.' "
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237
1
I
Explain
Conceptualize
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Describe
Data
Analytic spiral
Figure 10.1
Source:
with the data (as opposed to deductive theory development which is what you
may begin with in the design cycle as you developed your study; see Part I).
_...... _..__
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Thick description
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Description is the first task in the analytic cycle (see diagram at beginning of
Part III, page 201). Description forms the foundation of qualitative data analy..
sis and provides the rich detail that is sought in qualitative research . By devel
oping a detailed description of the issues in your data, you become very famil
iar with each issue, understand how issues are interlinked, the subtle nuances
surrounding issues, and you will begin to understand the issues from the
perspective of your study participants. All of this provides you with unique
and valuable insight into your data, Description is therefore an important
analytic tool that can be used to develop powerful and engaging accounts of
events, processes, or social phenomena in your data. Although description is
the first analytic task, it is used throughout the data analysis process.
data. This term was developed by the cultural anthropologist Clifford Geertz
(1973), who explained that a thick description involves not only describing a
particular behaviour but also the context within which that behaviour occurs.
It is the context that gives the behaviour a social or cultural meaning and helps
238
1 0.1)
Breadth
Context
What is the context of the issue? (When, where, how does it happen?)
How do participants discuss the issue? (What words, emotion, expressions
do they use?)
What meaning or explanations are given about the issue?
Are certain dimensions of the issue often discussed together?
.
: 239
Nuance
Table
description; however, you can use other questions that suit your project. The
first column shows that there were nine distinct aspects of time in these data
(travel time,
'\I.."aiting
example, 'waiting time' refers to the long waits experienced at public health
clinics, compared to short waits at private facilities. How each dimension is
discussed is also important; for example, 'waiting time' was discussed with
anger and despair, 'cost of time' with concern and 'travel time' with compla
cency or acceptance. These subtle insights can provide valuable access to
participants' views and experiences. Furthermore, some aspects are quite
nuanced; for example, 'time of day' highlights the fact that service quality
varies depending on the time of day the service is used, and 'cost of
highlights the non-monetary cost of using the health service, whereby health
conditions often worsened while waiting for service at the clinic. A thick
description of this kind really 'opens up' the data for exploration of the
sions and subtle nuances of each issue, and this level of descriptive detail is
extremely valuable in later stages of analysis when building an explanatory
theory.
This thick description also highlights some patterns across the data. For
example 'waiting time' was the most frequently mentioned aspect, 'consulta
tion time' the least frequent; and 'travel time' and Ilost time' were most often
mentioned by rural participants. In addition, the description highlights other
codes that are often mentioned together with various aspects of time. For
example, imother code called
dimensions of , time' (e.g. consultation time, staff time, time of day and speed
of service). NotiCing these patterns can guide your further exploration of
the data. For example, you may then decide to conduct a thick description
of the code 'service quality' to examine how different aspects of time
influence the quality of service provision.
DeSCription is the first task in the analytic cycle and an important component
of grounded theory. However, description alone does not make a grounded theory
analysis. A grounded theory analysis progresses further around the analytic cycle,'
from description towards theory development. While including description,
theory development involves going beyond description to include interpretation,
explanation, prediction and theory development about the phenomenon studied.
240
. . .. .
Table 10.2
aspect mentioned
aspects?
and meaning?
expressions, examples)?
and by whom?
intersect?
Frequently mentioned
Cost
by rural women
Distance
Travel time
Very frequently
Public facility
mentioned
Private facility
Mentioned by some
Health
Consultation time
Annoyance, dissatisfaction
Service quality
Meciication
Mentioned by few
Dru!s
Medication
(Continued)
Table 10.2
(Continued)
How often is each
What a re the
different
aspect mentioned
aspects?
and meaning?
expressions, examples)?
and by whom?
intersect?
Frequently mentioned
Service quality
Staff time
Time of day
Staft attitude
Frequently mentioned
Service quality
Frequently mentioned
Service quality
service
'Lost' time
Mentioned by rural
Poverty
women
Husband approval
not
theory, it is basic to
_ .. . .. .
' Comparison. .
Comparison is the second task in the analytic cycle. Comparison allows you
to further explore issues, identify patterns and begin to notice associations in
the data, as you begin to move up the analytic spiral depicted in Figure 10.1.
Comparison is typically used early in data analysis, often together with
description. While description is used to identify and describe issues in the
data, comparison can further refine these issues by clarifying what makes each
issue distinct from others; it can uncover patterns of each issue in the data and
begin to identify the nature of links between issues. Comparison is also used
in later stages of data aJ;lalysis to define categories of codes and when develop
ing explanations from the data; these applications of comparison will be
described later.
There are many ways to approach comparison. Table 10.3 outlines several
strategies for comparison; these are not exhaustive or mutually exclusive and
are simply intended to provide a starting point for making comparisons in
your data. The first strategy listed is cross-case comparison, which involves
comparing a single issue across the entire data set; for example, comparing
how the issue of 'shame' is discussed in different interviews and what makes
each experience of shame different or similar. This type of comparison is most
commonly used when making a thick description (see section on 'Description'
above].
The other strategies for comparison that are listed in Table 10.3 focus on
comparing an issue by different subgroups of participants. These comparisons
identify whether certain issues are mentioned only by a defined subgroup of
participants or whether the issue is discussed differently by each subgroup.
Comparison by subgroups of participants allows you to identify patterns and
meanings in the data that may not be obvious from simply reading data.
Comparison can therefore facilitate uncovering distinctions in the data that
. TEXTUAL DATA ANALYSIS
243
Table
10.3
Type of comparison
Description
Cross"case comparison
issue. For examp!e, comparing the code 'stress' aCiOSS the data tu
identify similar and unique experiences of stress.
Comparison by deductive
subgroups
Comparison by inductive
subgroups
within subgroups
subgroups) and within subgroups, (e.g. within the rural subgroup and
within the urban subgroup). For example, comparison between urban
and rural subgroups may identify broad differences, while comparison
within the rural subgroup may identify further subgroups (e.g. rural elite
and rural poor).
Comparison by typologies
Comparison by study
design elements
provide the foundation for explaining issues and developing theory. For
example, a. study in the Asian community in the UK found that young Muslim
women were embarrassed to consult with male doctors for f amily planning
services, particularly if the doctor was from the same cultural and religious
background as they were (Hennink et a1., 1999a). This specific finding
emerged after multiple comparisons by subgroups. First, the code 'embarrass
ment' was compared by gender to fmd that the issue was only mentioned by
women. Second, a comparison by age found that it was younger women who
were most concerned about embarrassment. Third, comparison of young women
by their religion found that Muslim women voiced the greatest concerns about
embarrassment. Fourth, comparing the comments from the young, Muslim
women who raised the issue of embarrassment highlighted different nuances
244
THE
ANALYTIC CYCLE ,
. .
in the issue; for example, if the doctor was of the same cultural and religious
background , the women feared being negatively judged by the doctor for
seeking advice on contraception; if the doctor was from the same community,
they feared that their consultation would be revealed to others in the community;
vvas
of
.. _
..
The third task in the analytic cycle involves categorizing and conceptualizing
data. These tasks are distinct) but in practice they are closely interlinked.
Categorization involves identifying codes with similar characteristics and group
ing these together into meaningful categories. Conceptualization involves then
considering the relationships between these categories) to view the data as
tasks begin
to move analysis to a higher level of abstraction and prOVide the conceptual
245
Categorizing
Categorizing involves grouping codes with similar attributes into broad catego
ries. The process of categorizing data involves moving from individual codes
towards broader categories to enable you to gain a more conceptual understand
ing of the data. Individual codes often highlight single issues in the data, while
categories bring together a group of codes that collectively
a broader
1998).
barriers to using health services in Pakistan. In this study, codes were classified
into five broad categories: access, money, knowledge, culture and eligibility.
While some codes could be clearly linked together by a common concept,
others required a more abstract approach to identify their shared attributes.
For example, a range of codes were clearly related to money (or lack of money),
while others signalled access to services as a common concept. However, the
codes relating to eligibility required more conceptual thinking to identify their.
shared characteristics. The five categories were initially labelled by their
common attribute (access, money, knowledge, culture and eligibility), and were
then further refined through comparison with constructs from research
literature. After this comparison the final category labels were refined to
246
,
I
I
i
Category label
Common aitribute
Group of codes
Figure 10.2
Physical
Economic
Cognitive
Social
Administrative
barrier
barrier
barrier
barrier
barrier
..
Access
Money
Knowledge
Culture
Eligibility
..
....
..
..
Service location
Service cos1
Knowledge 01 clinic
Social norms
Service eligibilily
Opening times
Registraiion fee
P u b lic information
Gender barriers
Travel time
Travel cost
Adverlising
Husband decides
Service a rea
No transport
Cost 01 drugs
Understand service
Influence of elders
Permission needed
PhYSical abilily
Poverty
language'" lileracy
well rooted in the data. Another example of codes grouped into categories can
be seen later in this chapter in Figure
of abstraction however, it is
important to remain close to the data so that you develop an empirically based
conceptual understanding of your data.
..
.. -
247
There are many ways to conceptualize data to get a broad overview of what
is happening in the data. Most strategies require some abstraction from the
data to enable you to 'see' the patterns more clearly or understand how data
fit together conceptually. Some strategies will focus your attention on different
parts of the data to highlight
a pattern or trigger
8.D
understanding of how an
issue works, while other strategies help to identify the broad structure of data
and how it fits together. The process of categorizing data (described above)
may be seen as part of the conceptualization process as data are classified into
strategies described below are not exhaustive or mutually exclusive, and some
strategies are similar. We present the strategies as a menu of options and
recommend that you try various strategies to see what works for you and for
different types of data. You may find a single strategy works for a project or
you may use several strategies together to conceptualize your data.
from the data to gain a broader perspective of the issues, then synthesizing
these into a concise account that brings together the core issues within the
data. In order to develop a big picture view of the data you first need to have
a detailed underst(mding of individual components of the data and linkages
big picture understanding is to look for simplicity to clarify the core issues, key
linkages and overarching explanations, and then identifY how these may
contribute to an overall account of the data. Extracting the central story from
data requires some simplification of the issues; however, this should not be
viewed as diminishing data but rather adding strength by contributing to a
clearer understanding of the relationships within complex data. Furthermore,
there are often several storylines in the data, reflecting the diversity of behav
iour, circumstances or outcomes, and this diversity should be reflected in the
'big picture' overview. The challenge of developing a big picture view of data
is to summarize data yet retain some complexity and nuance that reflects a
comprehensive understanding of the issues.
Telescoping
1873). This
parable describes how six blind men take turns to touch an elephant and
describe what an elephant is, but each man touches a different part of the
elephant and only that part (e.g. the trunk, tail, tusk, ear, legs or body). The men
then disagree on what an elephant is, because each man has only explored a
part of the elephant and not the whole elephant. The parable states that 'each
was partly in the right, and all were in the wrong', to suggest that although each
b lind man may have correctly described one part of the elephant, no one
described the whole elephant. This underscores the importance of explore all
your data in order to develop a complete picture of what that data say.
Furthermore, exploring links between each element of the data can build up
to a conceptual understanding of the data as a whole. Suppose that the sLx
parts of the elephant described by each of the blind men were codes in your
data, so you would have six codes: a brick walt spear, snake, tree, fan and rope
(as shown in Figure
with all other codes explored (see earlier sections on 'Description' and
'Comparison' for strategies). This descriptive detail may identify that there are
TEXTUAL DATA ANALYSIS
;-
--- -, 249
'
Figure 10.3
four aspects to the 'tree' code, two variations of the 'fan' and 'spear' codes, but
only one type of 'snake' and 'rope' code. These details will become important
later when understanding the data as a whole. Exploring how each code relates
to each other reveals that the 'brick wall' code is central because it is linked to
three other codes: the fan, rope and tree codes (shown by arrows between these).
However, equally important are the codes that are not linked to the brick wall
(shown by a dashed line and cross): these are the snake and spear codes.
Further exploration of linkages reveals that the rope code is linked only to the
brick wall code but not to any other codes in the data; and the snake code is
also only linked to one other code, the spear. By continuing to explore links in
this way you develop a detailed understanding of the key relationships in the
data (this is shown by the matrix of arrows and dashed lines in Figure
1 0.3). If
you then construct your understanding of the data according to the linkages
found, you will develop a conceptual understanding of the data as a whole (this is
from piecing together the components of data by the linkages between them).
We encourage you to find the 'elephant' in your own data through incremen
that you return to descriptive details of codes to understand the nuances in the
data; for example, to understand how the four aspects of the tree code (legs of
the elephant) and two variations of the fan code (ears of the elephant)
contribute to the whole picture. Exploring linkages is an effective way to
250 :
T HE ANALYTIC CYCLE
Matrices
Drawing up a m atrix of codes is a systematic strategy to show p atterns in the
data more cle arly. It enables you to examine the intersection of several codes
to identify patterns in behaviour, attitudes, actions, outcomes, etc. Highlighting
these patterns may trigger a clearer conceptual understanding of the data or
. lead to further exploration of the data towards l ater conceptualization. This
strategy involves selecting several codes that are somewhat related in the data,
placing these in a matrix and examining the data where the codes overlap, This
helps to identify
strategies during childbirth in India. The m atrix contains two codes each with
three dimensions: the first code, 'labour characteristics'] has the dimensions of
normal, minor c omplications and major complications; and the second code,
' financial resources ' , has dimensions of poor, intermediate and wealthy.
Examining data that correspond to each cell of the matrix reveals the different
h e alth-seeking strategies adopted according to the conditions of labour and
resources available. For example, women o f intermediate financial means who
had a normal labour gave birth at home, because this is what 'strong' women
do, while wealthy women with a normal labour gave birth at a private clinic.
While drawing up this m atrix it became clear that poor women actually
adopted two strategies due to the availability of a government incentive
p ayment if they delivered at a clinic, so an additional column was added to the
m atrix to accommodate this nuance. In addition, the m atrix revealed that
there were no data on the outcomes for poor women with major labour
complications, and only indirect reports about the strategies of wealthy
women , Therefore] the matrix can also assist in fOCUSing further data collection
on filling specifi c information gaps to further explain behaviour. A matrix can
a ls o be used to identify typologies, for example to define certain types of
behaviour according to different circumstances; for this approach each cell
m ay be used to differentiate a different 'type' of behaViour, outcome, or belief.
Process or path way
A further strategy for conceptualizing data is to consider whether the data
describe a particular process or pathway, Ask whether the data identify steps,
stages] a process or strategy, which may be used to initiate a conceptual under
sta nding of the data , For example, the central focus of your data may be to
outline the p rocess of ma rriage i n a p articular culture, identify j ob-seeking
st rategies] describe the process of migration or docum ent the illn ess histo
r i es of people with a certain disease. Using th e process or pathway approach
to make sense o f the data can highlight and sequence distinct stages, or
251
W-ealthy
Poor
emergency)
Normal labour
of choice
incentive payment
of strong wome n
l'1
<U
.;:;;;
()
:s
0
.0
<U
-l
go immediately to the
private clinic: doctor.'
Minor labour
complications
non-emergency treatment)
Birth at private clinic
Transfer to government or
'We had to spend 1 200 rupees 'In the private hospital they
home".'
needs'
Major labour
No data
(40 km distance)
complications
Transfer to regional or
national hospital (1 1 0 km
distance)
serious case,
Figure 1 0.4
India
pathway approach
253
researchers in India knew from survey data that the ideal age of marriage in
their state was 18 years, and they wanted to explore whether this was also true
for participants i n their study Village. They questioned their data by asking
'What do our study p articipants say is the ideal age of m arriage?', ' H ow is the
ideal age at marriage decided?' and ( Is it different for boys than for girls? ' . This
led researchers to identify how the ideal age of m arriage is determined by the
study participants. They discovered that marriage was not linked with a certain
age per se, but was determined by whether young women have 'strong bones'
and the physical capacity to bear a child, and whether young men have the
strength of character, m aturity and ability to provide for a family. Questioning
the data in this way prOVided important detail and nuance to understand the
ideal time for marriage in this cultural context.
Silverman (2005) suggests different types of analytic puzzles that m ay be
used to initiate a focused exploration of data. For example:
example, 'How does workplace stress develop?'. This t ype of question may lead to
a description of the variou s influences on workplace stress.
mechanical puzzle examines how an issue works or outlines a proce ss, for
example, ' H ow do l abour m igrants seek health care?' or 'What is the proce ss of
health screen ing for breast c ancer?'.
causal puzzle describes the pathway of influence on an issue, for example, 'How
X-ray view
Taking an X-ray view of data (Richards, 2005) can help to identify their core
structure or 'backbone' . An X-ray view can help to conceptualize complex
data by focusing on the essential framework of the data rather than the details.
Ask yourself what are the central components that hold these data together.
An X-ray view involves looking past the detail of the data to the backbone
or structural aspects. These may be issues in the data such as core b arriers to
service use, or they may be broader organizational or structural issues that hold
together the issues in the data. For exampk a study in Burkina Faso on the
health benefits of women receiving micro-credit loans found that one of the
main issues was the poor organizational structure of the loan institutions, not
the behaviour of the women themselves. Therefore, many of the health issues
in the data related to these structural weaknesses of the lending institution.
Typologies
..
TH E ANALYTIC CYCLE
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--
.- - --
- ...
J ,1"
'
- '
-------
- .J
ogies and researchers should try not to force data into a typology. The typology
is a versatile tool; it can be used at various stages in analysis, for example as a
way to describe and compare data, as a tool to conceptualize data, as a struc
ture for further analysis or as a way to present study findings in a report. The
haphazard pill-takers who start but do not com plete the course of treatment;
enforceme nt-motivated people who would only recycle if forced by a policy to do so;
context influences the focal issues. Focusing attention on the background can
help you recognize any underlying mechanisms that influence the issues you
..
"
. . . . .- . . . 255
or contexts
256
..
HEALTH
Non-use of health clinics due to:
,,
,
Migrants
Illegal migrants
unfamiliar with
local health
bureaucracy
,/ Migrants \
,/ face stigma \
,:
seeking
jail if
'.
,
reported to authorities
by clinic
2. Employers don't register
migrants at health clinics to
avoid tax payments
ECONOMIC
.;-
,,
,
,,
,,
,
...
'.
"
"
Migrants fear
with TB
bribes from
government
officials
,,
i
/
TB treatment in home
, ,- , ,
country
"
F igure
1 0. 5
(TB), Kazakhstan
Source: Class assignment by Samantha Huffman and Janet Ousley, GH525, 2008.
For example, Figure 1 0 . 5 shows how three domains (health, economic and
legal) were identified to conceptualize the broad range of issues raised in data
on health service use by labour migrants in Kazakhstan . The conceptual
diagram shows the three domains and differentiates codes by those that relate
to
a single domain, those that straddle two domains, and those that intersect
all three domains. For example, the issue of giving bribes to receive health
services is placed at the intersection of the health and economic domains,
while the practice of bribing police to turn a 'blind eye' to illegal migrants
r elates to both the economic and legal domains. Using a social domain
approach enables a better conceptualization of the three critical domains that
influence migrants' low use of health services and how the seemingly disparate
T EXTU AL DATA ANALYSIS
257
issues in the data can be b etter understood. The social domain approach to
co nceptualizing data can also be valuable in later analysis when making policy
recommendations aimed at specifi c sectors of society.
Drawing diagrams
Conceptualizing data can also be facilitated by drawing diagrams to visualize
relationships in the data . Drawing diagrams involves data reduction and
simplification to view broad patterns in the data. It is a strategy that can help
to capture relationships and to notice where they are absent. Drawing a
diagram begins by showing relatio nship between codes, which may begin as a
simple sketch with boxes and arrows. This task will quickly identify issues that
are central in the data and those that are m arginal. It will also highlight issues
that are consistently mentioned together, and you will begin to notice a pattern
of linkages in the data. Effective diagrams are inductive, with each issue and
link originating from the data themselves (e.g. there is evidence in the data that
the issues are linked in the.way you are depicting in the diagram). Drawing can
provide a cleqr visual representation of the structure of the data that can spur
further exploration of the data and can be used to discuss initial understand
ings of the data with colleagues. Drawing a diagram may be a means to concep
tualize data or may lead to an inductive conceptual model that captures the
central message of the data.
The fin al task in the analytic cycle involves bringing together all e arlier
components of the analysis to develop an inductive theory about the research
issues. Theory development is actually being slowly advanced during each
stage of data analysis, as you build up a clearer understanding of the issues in
the data and how these fit together. Theory development is therefore closely
linked with conceptualizing data, as here you begin to search for explanations
that form th e framework of a theory. Theory development begins with induc
tion, because you develop a theory which is strongly embedded in the data .
H owever, the inductive theory developed is often then embedded within
broader deductive theories, or compared to existing theory to emphasize new
concepts developed through qualitative research. Theory development is
therefore largely inductive, but does involve an interplay with existing deduc
tive theories. It is the latter deductive tasks that link the analytic cycle b ack .
to the original design cycle (see Part I) . Theory development involves contin
uously moving between three tasks: developing theory, verifying theory and
refining theory.
258
T HE ANALYT IC CYCLE
___.__.
tion for how something works as derived from empirical data. However: a
theory is more than a set of findings; it provides a framework for understand
ing, explaining and predicting phenomena, and thus both advances our knowl
edge of a phenomenon and can be used to develop p olicy or practice. Strauss
and Corbin
tasks are all inductive, hence lead to the development of inductive theory.
Theory development can be achieved in different ways. It can involve the
development of entirely new inductive theory through the analytic process
summarized above, or it can be achieved through the modification of
pre-existing theory using new empirical data. Much of this chapter describes
the development of new inductive theory, which involves the scientific discov
ery of new concepts or theoretical frameworks for understanding social
p henomena. However, we wish to highlight that theory development can also
be achieved by extending concepts in pre-existing theory to develop a more
refined understanding of a social phenomenon or by expanding the contexts
to which a theory applies. Snow et a1 .
Theoretical extension does not involve the development of new theory per se,
b ut demonstrates the relevance of a pre-existing theory or conceptual frame
work to a different context or social circumstance from that in which the
theory was developed. This is done analytically through examining the 'trans
ferability' of a theory, or concepts within it, benveen two or more contexts.
Theoretical extension uses empirical research to broaden the relevance of an
existing theory by demonstrating how it can be extended to a range of other
social contexts that differ from the one for which the theory was originally
developed or intended to be used.
259
Conceptualizing and
Theory Development
Abstract
\
\
Description and
Comparison
Description ---"-.,--r---,:",-'-
TH E WHAT?
Explanation
'-
\
\
\
, I
\
"
,
Figure 1 0.6
oncrete
i
J
explanation and the vertical axis from concrete issues to abstract concepts. Data
analysis begins with a description of concrete issues, typically focusing on 'what'
type questions (What are the issues? What are the components of each issue7
What is the context of each issue? What are the problems, processes and
perspec tives in the data7) . Therefore, description provides the critical founda
tion of data analysis. However, description alone cannot explain a given
phenomenon, it only describes it. Data analysis needs to continue with abstrac
tion and conceptualization of data in order to explain the phenomenon and
why it occurs (thus moving to the top right of figure
sis can respond to ' how' and 'why' questions (How does it happen? How does
it w ork? How does it influence behaviour? Why does it happen? How can it be
changed?) . Answering how and why questions is a basic reason for conducting
quahtative research (see Chapter 2), so it is important that data analysis
us
261
would involve describing the scene: the dead body, the weapon, muddy
footprints, bullet c asings and fingerprints. However, this description has n o t
solved the crime, identified h o w or w h y it happened o r whether i t is likely
happen again. This re q 1.1ires th eory development, to link the evidence (or
codes) into a n explanation ( or theory) of what happened and why, there
fore m oving beyond description to explain and conceptualize the data .
. _ _ _ __ .
._____ . _
Although there are many ways to develop inductive theory, what is important
is that it is systematically developed and well supported by data. Theory devel
opment from qualitative data is implicitly inductive as the codes, c oncepts)
categories and conceptualizations arise from the textual data collected. The
overall inductive process for theory development described throughout this
chapter is shown in Figure
for developing theory (i.e. following the analytic cycle, explicit reasoning), and
refining theory (i.e. comparing explanations, explaining outliers, seeking
negative cases) . We also highlight a range of additional (deductive)
tr"t.>aip
262
Develop Theory
ft
V
Link Categories
Category
(Conceptualization)
Category
Category
Develop Categories
(Categorization)
Code
Code
Code
[f [f
COd
Identify Codes
..
Code Code
Textual Data
F igure 1 0.7
Seek negative cases, Cons ider negative cases, which are cases in the data to r
which you r theory is not valid. These exceptions force you to probe further into data
to refine you r eme'rglTi r theory and i mprove its relevance and validity.
Refer to conceptual framework. Refer back to theory, concepts and explanations in you r
conceptual framework. Compare these with explanations from your data to identify
whether a new theory is emerging or new concepts can be added to exis ting theory.
Use deductive logie, Use deductive logic to identify explanations to add to theory,
For example, you may know from experience that the qual ity of child care at gym
fac i l ities deters women from attending exercise classes, and use this to identify
whether this explanation is also evident in you r data.
Infer an explanation. I nfer a theory by uncovering subtle reasoning, perhaps not
apparent to participants themselves. For example, comparing people who seek free
vaccinations with those who do not may revea l that non-users feel a stigma attached
to free services, Hence. an explanation of stigma is inferred and can refine a theory.
Borrow an explanation. Identify whether explanations given in the research litera
ture are also evident i n you r data, Take care not to force an explanation on 10 data
that is not well su pported.
... . . . - ... TEXTUAL DATA ANALYSIS
263
For more on developing theory from textual data see, for example, Miles and
Huberman (1 994), Denzin and Lincoln (1 998), Strauss and Corbin (1 998),
Wengraf (200 1), Wolcott (200 1 ), Silverman (2005), and Rubin and Rubin (2005).
Grounding theory
How do you know that the theory that you have developed is valid? An impor
tant step in inductive theory development is to verify that a theory or explana
tion is grounded or well supported by data . Grounding a theory means demon
strating how the theory 'emerged' from the data, how the data support the
theory and whether the theory 'fits' the data.
There are three types of strategies that you can use to verify your theory
(see Table 1 0.4] . First, check that your theory is empirically grounded by using
consistency checks, returning to data, and using a concept-indicator model to
validate concepts in the theory. Second, check the 'fit' of your theory with the
data by 'testing' alternative theories to check the robustness of the emerging
theory. Finally, 'real-life' validity may be checked by taking interpretations of
data back to a group of participants to identify whether they can relate to the
emerging theory. Using these tools and strategies may lead to refinement or
Table 1 0 .4
Check
Check the consistency of your theory across the data. If explanations are
consistency
Return to data
Reread data after your theory is developed to ensure explanations 'fit' and have
a strong foothold in the data. A theory that is distant from data or based on
superficial analysis can lead to misleading explanations.
Use the
concept
theory are well g rounded in data. For example, a concept of 'stigma' may have
indicator model
Apply a
conditional
identiiying conditions in which the theory applies. For example, a theory may
matrix
hold true only for a certain subgroup of participants, in a specifiC context or when
a range of conditions are present. Conversely, the theory should not apply when
these conditions are absent.
'Test'
alternative
data. Ii so, the original theory may not be valid or sufficient. A valid theory can be
theory
Conduct
participant
feedback
264
_ . . ... .
. . ..
..... .
.. . .
.. .
_ ....
.... _.
. .. ____
__ .. .
..
_. ...
_"
. "
'_ . . . . .
How do you evaluate the quality of data analysis in qualitative research? Based
on the type of analysis described in this chapter, consider whether the data
analysis process is transparent and well grounded in the data to validate the
concepts, categories, and ultimately the theory developed. Describing the
depth and nuance in the theory developed can also distinguish well-conducted
analysis.
Appropriate
Transparent
Coherent
Saturated
G rounded
Valid
265
Reflexive
New
lnfonnation
Key Points
Formul ating a plan of analysis keeps your analysis focused and enab les you to
The analytic cycle comprises the core analytic tasks of description, comparison,
Comparison allows you to further explore issues, identify patterns and begin to
notice associations in the data. Comparisons can be made between i n d uctive and
deductive subgroups in the data.
Categorizing involves grouping codes with similar attributes into broad categories.
Theory development is largely inductive, but does involve the interplay with existing
deductive theories, which links the analytic cycle back to the original design cycle.
Theory development moves qualitative research beyond description and into the
rea l m of explanation, and towards a broader conceptual understanding of social
phenomenon.
. ......._ .... ..
.
Develop a 'thick description' of a code in the data. Identify the dimensions of the
code, and the context in which it is discussed. Use examples from the data to illus
trate the description.
Identify whether some codes have similar attributes, group these i nto categories
266
.
. __ ... . _ ..
..
"
Review the new theory you have developed from the data to consider the new
information it provides. I s the theory well grounded? Does it offer a more compre
hens ive expl anation of the issues than a single participant could have described?
';,;-.----.-.--------.--.---.-----..-.
Procedures for Developing Grounded Theory, 3rd edition. Thousand Oaks} CA: Sage
Publications. A landmark volume for outlining the practical tasks of conducting a
grounded theory ana lysis.
Lewins! A arid Silver,
Step Guide. London: Sage Publications. This book provides a guide to using quali
tative software to support data analysis, It does not discuss analysis per se but
outlines critical analysis issues related to three leading software packages for analy
sis: Atlas,ti 5} MAXQDA 2 and NVivo 7 .
Richards, 1 . (2005) Handling Qualitative Data: A Practical Guide. London: Sage
Publications. This book provides practical guidance on setting up data in a project!
working with data and making sense of data .
Shuk,
Characterizing smo kers' process of risk determination', Qualitative Health Research, 15 (8):
10 74-85. This article uses grounded theory to develop a heuristic model.
267