Qualitative Interview Analysis

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430C

Qualitative Research Methods

Qualitative Interview Analysis

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430C From the data generation to qualitative

data analysis: the method “content-reductive analysis” (by Lamnek 1995) The dependence of methods:

Introduction Research topic Cognitive interest Method for data collection Method for

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1. Transcription

2. Intra-case (single-case) analysis

3. Cross-case (generalised) analysis

4. Proof of results

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430C Aim: Transfer the extensive material in a

readable form

Transcription rules for non-verbal aspects Anonymisation of personal data

Check the transcript!

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Aim: concentration and reduction of the material from a single interview

1. Differentiation between important and

less or unimportant aspects

2. Reducing the full text to illuminating text

passages

3. Annotation and interpretation

4. Presentation: Combination of verbal

passages and the researcher’s interpretation

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430C Aim: look for general results / findings

1. Common features

2. Differences of the interviews in regard of

the contents

3. Presentation: Description and

interpretation of several types (of

solutions to the research question) based on the singles cases

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Aim: Elimination of misinterpretations

1. Using the full-transcript of the interview

2. Using the original audio-record

3. Team work for interpretation

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Content-reductive analysis

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Steps of the content-reductive

analysis

1. Transcription

2. Generate the flow of contents

3. Generate a matrix of topics

4. Typifying (intra-case analysis)

5. Topic centred analysis (cross-case

analysis)

6. Proof of results

Example: Study “Organic food products in eating out”

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430C Generate the flow of contents based on

the transcript!

What are the topics and keywords of the interview material?

What are relevant text passages of the topics? Which topic connects to the next one?

Function:

Overview about my material

chronological order of interviewees’ statements

Coherence with the interview guide plus

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Example: Run of contents

Topics and

keywords Relevant text passages (quotations) Functions of the

kitchen chef:

responsibility, creativity, leadership, loss of control

-Buying of products

-Preparing and planning of the menu -Instruction of the kitchen staff

Personal background: school, education,

professional, interests, skills, family

-Stay here since 2000

-”Before I came here, I was a kitchen chef in the hotel [XY], near the town [XY]”.

-”There I got experiences with organic food products. And I thought, o.k. I could practice it also here. I still got the contacts to the supplier and the direct seller. … So it happened”.

Motives for organic food products: family, health, environmental consciousness,

-BSE crisis and other food scandals

-“We want to provide a high quality of food for the organisation staff”.

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430C Overview (synopsis) about all discussed

topics in all interviews

Function: Selection of “rich” interviews (cases) for the next step of typing

Which single case does represent a special type of people / organisation – depend on my research question – very well?

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Example: Matrix of topics

Topics 1 2 3 4 5 6 7 8 9 A * * * * * * * B * * * * * * C * * * * D * * * * * F * * * * * * G * * * * *

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Classification = Typifying, Grouping, Clustering

Grouping of interviewees, who are similar or different regarding the research

question

Examples for contrast criteria:

Professional status Sex or age

Step 4: Classification of the

material - Typifying

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How can I present the results of a case analysis?

Bring the topics in a meaningful order

⌧ Use the question order of your interview guide

Tell a story about your case (storyline) Combine relevant text passages

1. Paraphrasing the contents of the quotation 2. Interpreting

a. Manifest structures (factual aspects)

b. Latent structures (covert / hidden aspects)

⌧ Intra-case analyses are close to the particular

cases and their interview materials

Step 4: Classification of the

material - Typifying

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430C From single typical cases to relevant topics for all cases (cross-case analysis)

Abstracts from the single cases

Cross-case analyses are not so close to the interview materials.

Dimensions of cross-case analysis (e.g. eating out study):

Price strategies of the organisations Communication strategies

Distribution strategies

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Lamnek, S. (1995): Qualitative Sozialforschung, Bd. 2, Methoden und Techniken.

Bryman, A. (2004): Social Research Methods. Second Edition. Oxford: University Press.

Silverman, D. (1997): Qualitative Research: Theory, Method and Practice. London: Sage.

Silverman, D. (2001): Interpreting Qualitative Data. Methods for Analysing Talk, Text and Interaction. Second Edition. London: Sage.