5. Empirical Research
5.6. Data Coding and Analysis
Data coding and analysis were based on the Grounded Theory (GT) that shares the characteristics of other qualitative methodologies, such as case studies, ethnography, historical narratives. The primary objective of GT is to build a theory through a systematic and rigorous data collection and analysis (Taylor et al., 2016), done through an inductive process that relies on a constant comparison between the researcher's conceptualizations from the data and the return to the data, until this process becomes saturated.
5. EMPIRICAL RESEARCH
GAMIFICATION AND SENIOR CYCLO-TOURISM: DESIGNING AN APP FOR THE MIONE COMMUNITY
As proposed by Corbin and Strauss (1999), the qualitative analysis followed five phases:
i. 1st phase: Determine the corpus of analysis (i.e. text or media the researcher will
analyse, interviews, field notes, all content or a selection). The technique used is re- reading the content from different data sources;
ii. 2nd phase: The units of analysis and codification (i.e. how the researcher will
integrate the various units with meaning into categories (first descriptive and then conceptual)). The descriptive categories are used to characterize the data. This is a very time-consuming and demanding process;
iii. 3rd phase: The relationships between categories and subcategories and their
elements are attributed with a certain context;
iv. 4th phase: Diagrams are designed to represent the relationship between different
categories and formulate a theory or paradigmatic model;
v. 5th phase: Write the research report.
After data collection, the participants’ perspectives gathered from the focus group, eye- tracking observation and interviews were divided into words, phrases or sentences using open coding. Then, their compilation in different categories was followed according to its context and number of occurrences. Data collection and analysis was performed using the NVivo 12 Plus23
software.
• Focus Group
Table 10 illustrates the questioning process and NVivo tools for Focus Group data. These questions are based on the questions asked in the Focus Group sessions, although they are adapted to the data collection.
5. EMPIRICAL RESEARCH
GAMIFICATION AND SENIOR CYCLO-TOURISM: DESIGNING AN APP FOR THE MIONE COMMUNITY
Table 10 - The questioning process and NVivo tools for Focus Group
Questions
NVivo Tool
Search Restriction
Is there any relationship between the
cycling motivations and the participants’
gender?
Crosstab Category: Cycling Motivation
Attribute: Gender
Is there any relationship between the
cycling motivations and the participants’
age group?
Crosstab Category: Cycling Motivation
Attribute: Age Group
Is there any relationship between the
cycling motivations and the participants’
cycling frequency?
Crosstab Category: Cycling Motivation
Attribute: Cycling Frequency
Is there any relationship between the
cycling barriers and the participants’
gender?
Crosstab Category: Cycling Barriers
Attribute: Gender
Is there any relationship between the
cycling barriers and the participants’
age group?
Crosstab Category: Cycling Barriers
Attribute: Age Group
Is there any relationship between the
cycling barriers and the participants’
cycling frequency?
Crosstab Category: Cycling Barriers
Attribute: Cycling Frequency
What are the most cited gamified app
features to be used before a cyclo-
tourism experience?
Word Frequency
Category: Gamified App Features
What are the most cited gamified app
features to be used during a cyclo-
tourism experience?
Word Frequency
Category: Gamified App Features
What are the most cited gamified app
features to be used after a cyclo-tourism
experience?
Word Frequency
Category: Gamified App Features
5. EMPIRICAL RESEARCH
GAMIFICATION AND SENIOR CYCLO-TOURISM: DESIGNING AN APP FOR THE MIONE COMMUNITY
• Cyclists’ Interviews
Table 11 illustrates the questioning process and NVivo tools for Cyclists’ interviews data.
Table 11 - The questioning process and NVivo tools for Cyclists' interviews
Questions
NVivo Tool
Search Restriction
What are the most cited motivations
for cycling?
Word Frequency
Category: Cycling Motivations
Is there any relationship between the
cycling motivations and the
interviewees’ gender?
Crosstab
Category: Cycling Motivation
Attribute: Gender
Is there any relationship between the
cycling motivations and the
interviewees’ age group?
Crosstab
Category: Cycling Motivation
Attribute: Age Group
Is there any relationship between the
cycling motivations and the
interviewees’ social context?
Crosstab
Category: Cycling Motivation
Attribute: Social Context
Is there any relationship between the
cycling motivations and the
interviewees’ cycling frequency?
Crosstab
Category: Cycling Motivation
Attribute: Cycling Frequency
Is there any relationship between the
gamified app feature and the
interviewees’ social context?
Crosstab
Category: Gamified App Features
Attribute: Social Context
Is there any relationship between the
gamified app feature and the
interviewees’ age group?
Crosstab
Category: Gamified App Features
Attribute: Age Group
Which are the gamified app features
that are most cited from interviewees
who cycle on holidays?
Matrix Coding
Category: Gamified App Features
Attribute: Cycle on Holidays (Yes/No)
5. EMPIRICAL RESEARCH
GAMIFICATION AND SENIOR CYCLO-TOURISM: DESIGNING AN APP FOR THE MIONE COMMUNITY
• Eye-tracking Group
Table 12 illustrates the questioning process and NVivo tools for Eye-tracking data.
Table 12 - The questioning process and NVivo tools for Eye-tracking group
Questions
NVivo Tool
Search Restriction
Is there any relationship between the
cycling motivations and the
participants’ gender?
Crosstab
Category: Cycling Motivation
Attribute: Gender
Is there any relationship between the
cycling motivations and the
participants’ age group?
Crosstab
Category: Cycling Motivation
Attribute: Age Group
To ensure the code reliability, coding in NVivo was reviewed by a researcher of the SEDUCE 2.0 project, so that the results could be more accurate.