Qualitative Data Analysis: Evaluating Quantitative And Qualitative Research Add in library

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Question:

Describe why Qualitative Data Analysis is Important?

Answer:

Introduction:

Like the quantitative data analysis, qualitative data analysis also has importance because sometimes we do not get the numeric information about the variables or data. In this case, we always use the qualitative data analysis method for study of given particular variables. In qualitative data analysis, we need to prepare the data by taking interviews or other methods. The respondents give us the qualitative information for the questions as to them and we need to store this information systematically. We need to code these answers by creating some categories as required. Here, we are interested to analysis the qualitative data collected at the KDS shopping mall. Kingston Department Store or in short KDS is the well established department store and they want to study some aspects about its customers. For this purpose we have to conduct the some interview plan and then we have to take some interviews for this study purpose. Here we are conduct nine interviews and we get the answers for these interviews or questions in these interviews. First of all, we need to do some coding work for systematic collection of data information. The coding is given below:

Codebook:

Variable	Description	Code
Sex	Male	1
Sex	Female	2
Age	25-39	1
	40-54	2
	55+	3
Visiting Frequency	weekly	1
	monthly	2
	twice a year	3
reason for shop at KDS	Prompts: Buying and Browsing	1
	Convenience: Parking	2
	Product range quality price	3
	Transport links	4
	Staff: knowledgeable, polite, helpful	5
	other: Queues, cafe, lifts, toilets, facilities	6
time spend at KDS	less than 1 hour	1
	1-2 hour	2
	more than 2 hour	3
Type of buy	Cloths	1
	Stationary	2
	Jewellery	3
	Electronics	4
	Footwear	5
	Food	6
	Other	7
Source of Information	Internet	1
	Newspaper	2
	Advertisement	3
	Other	4
Availability of range of products	yes	1
Availability of range of products	No	2
New Arrivals	Yes	1
New Arrivals	No	2

The following information is collected through the interviews taken at KDS departmental store.

Coding
Variable	INTERVIEW 1 – JOAN	INTERVIEW 2 – FARIDEH	INTERVIEW 3 – DOREEN	INTERVIEW 4 – GRACE	INTERVIEW 5 – PAM
Age	2	2	2	2	2
Sex	2	2	2	2	2
HOW OFTEN DO YOU SHOP AT KDS?	2	1	2	2	1
WHY DO YOU SHOP AT KDS?	3	2	1	5	5
CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE?	3	2	3	2	1
ARE THERE ANY OTHER REASONS YOU SHOP HERE?	2	5	6	3	4
HOW LONG DO YOU NORMALLY SPEND IN THE STORE?	3	3	1	2	1
WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS?	7	1	1	2	6
ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS?	1	2	2	1	2
ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY?	1	2	1	2	2

The coding for the interview questions given as below:

Coding
Variable	INTERVIEW 6 – ELENA	INTERVIEW 7 – ANNE	INTERVIEW 8 – LILY	INTERVIEW 9 – LAURA
Age	2	2	2	2
Sex	2	2	2	2
HOW OFTEN DO YOU SHOP AT KDS?	1	3	2	2
WHY DO YOU SHOP AT KDS?	6	1	3	2
CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE?	1	3	2	2
ARE THERE ANY OTHER REASONS YOU SHOP HERE?	3	5	6	3
HOW LONG DO YOU NORMALLY SPEND IN THE STORE?	2	3	3	2
WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS?	4	3	2	7
ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS?	2	1	1	2
ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY?	1	1	2	2

Data:

The data in the systematic format is given below:

Interview No.	Variable
Interview No.	1	2	3	4	5	6	7	8	9	10
1	2	2	2	3	3	2	3	7	1	1
2	2	2	1	2	2	5	3	1	2	2
3	2	2	2	1	3	6	1	1	2	1
4	2	2	2	5	2	3	2	2	1	2
5	2	2	1	5	1	4	1	6	2	2
6	2	2	1	6	1	3	2	4	2	1
7	2	2	3	1	3	5	3	3	1	1
8	2	2	2	3	2	6	3	2	1	2
9	2	2	2	2	2	3	2	7	2	2

The list of variables is given below:

Variable list:

No.	Variable
1	Age
2	Sex
3	HOW OFTEN DO YOU SHOP AT KDS?
4	WHY DO YOU SHOP AT KDS?
5	CAN I ASK WHAT YOU MEAN BY QUALITY? WHAT MAKES YOU FEEL IMPORTANT WHEN YOU COME HERE?
6	ARE THERE ANY OTHER REASONS YOU SHOP HERE?
7	HOW LONG DO YOU NORMALLY SPEND IN THE STORE?
8	WHAT DO YOU TYPICALLY BUY / COME TO BUY AT KDS?
9	ARE THERE ANY PRODUCTS/RANGE OF PRODUCTS NOT CURRENTLY STOCKED THAT YOU WOULD LIKE TO SEE INTRODUCED IN KDS?
10	ARE THERE ANY PRODUCTS/RANGES CURRENTLY STOCKED THAT YOU NEVER CONSIDER BUYING FROM KDS? WHY?

Coding and labelling:

Variable	Description	Code
Sex	Male	1
Sex	Female	2
Age	25-39	1
	40-54	2
	55+	3
Visiting Frequency	weekly	1
	monthly	2
	twice a year	3
reason for shop at KDS	Prompts: Buying and Browsing	1
	Convenience: Parking	2
	Product range quality price	3
	Transport links	4
	Staff: knowledgeable, polite, helpful	5
	other: Queues, cafe, lifts, toilets, facilities	6
time spend at KDS	less than 1 hour	1
	1-2 hour	2
	more than 2 hour	3
Type of buy	Cloths	1
	Stationary	2
	Jewellery	3
	Electronics	4
	Footwear	5
	Food	6
	Other	7
Source of Information	Internet	1
	Newspaper	2
	Advertisement	3
	Other	4
Availability of range of products	yes	1
Availability of range of products	No	2
New Arrivals	Yes	1
New Arrivals	No	2
QUALITY	bad	1
	Good	2
	better	3

Qualitative data analysis:

The qualitative data analysis for the given data is given below:

Frequencies

Statistics
Age
N	Valid	9
	Missing	0

Age
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	40-54	9	100.0	100.0	100.0

Statistics
Sex
N	Valid	9
	Missing	0

Sex
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Female	9	100.0	100.0	100.0

Statistics
Shopping_frequency
N	Valid	9
	Missing	0

Statistics
Reason_for_shopping
N	Valid	9
	Missing	0

Reason_for_shopping
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Prompts: Buying and Browsing	2	22.2	22.2	22.2
	Convenience: Parking	2	22.2	22.2	44.4
	Product range quality price	2	22.2	22.2	66.7
	Staff: kowledgeable, polite, helpful	2	22.2	22.2	88.9
	other: Queues, cafe, lifts, toilets, facilities	1	11.1	11.1	100.0
	Total	9	100.0	100.0

Statistics
Quality
N	Valid	9
	Missing	0

Quality
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Bad	2	22.2	22.2	22.2
	Good	4	44.4	44.4	66.7
	Better	3	33.3	33.3	100.0
	Total	9	100.0	100.0

Statistics
Other_reason
N	Valid	9
	Missing	0

Other_reason
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Cafe	1	11.1	11.1	11.1
	Lift	3	33.3	33.3	44.4
	Toilet	1	11.1	11.1	55.6
	Facilities	2	22.2	22.2	77.8
	Other	2	22.2	22.2	100.0
	Total	9	100.0	100.0

Statistics
Time_spend
N	Valid	9
	Missing	0

Time_spend
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	less than 1 hour	2	22.2	22.2	22.2
	1-2 hour	3	33.3	33.3	55.6
	more than 2 hour	4	44.4	44.4	100.0
	Total	9	100.0	100.0

Statistics
Type_of_buying
N	Valid	9
	Missing	0

Type_of_buying
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Cloths	2	22.2	22.2	22.2
	Stationary	2	22.2	22.2	44.4
	Jewellery	1	11.1	11.1	55.6
	Electronics	1	11.1	11.1	66.7
	Food	1	11.1	11.1	77.8
	Other	2	22.2	22.2	100.0
	Total	9	100.0	100.0

Statistics
Availibility_of_products
N	Valid	9
	Missing	0

Availibility_of_products
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	Yes	4	44.4	44.4	44.4
	No	5	55.6	55.6	100.0
	Total	9	100.0	100.0

Statistics
New_arrivals
N	Valid	9
	Missing	0

New_arrivals
		Frequency	Percent	Valid Percent	Cumulative Percent
Valid	yes	4	44.4	44.4	44.4
	No	5	55.6	55.6	100.0
	Total	9	100.0	100.0

Now let us see some cross tabulations for the given qualitative data.

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * Reason_for_shopping	9	100.0%	0	0.0%	9	100.0%

*Shopping_frequency Reason_for_shopping Crosstabulation**
Count
		Reason_for_shopping					Total
		Prompts: Buying and Browsing	Convenience: Parking	Product range quality price	Staff: kowledgeable, polite, helpful	other: Queues, cafe, lifts, toilets, facilities	Total
Shopping_frequency	weekly	0	1	0	1	1	3
	monthly	1	1	2	1	0	5
	Twice a year	1	0	0	0	0	1
Total		2	2	2	2	1	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * Quality	9	100.0%	0	0.0%	9	100.0%

*Shopping_frequency Quality Crosstabulation**
Count
		Quality			Total
		Bad	Good	Better	Total
Shopping_frequency	weekly	2	1	0	3
	monthly	0	3	2	5
	Twice a year	0	0	1	1
Total		2	4	3	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * Other_reason	9	100.0%	0	0.0%	9	100.0%

*Shopping_frequency Other_reason Crosstabulation**
Count
		Other_reason					Total
		Cafe	Lift	Toilet	Facilities	Other	Total
Shopping_frequency	weekly	0	1	1	1	0	3
	monthly	1	2	0	0	2	5
	Twice a year	0	0	0	1	0	1
Total		1	3	1	2	2	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * Time_spend	9	100.0%	0	0.0%	9	100.0%

*Shopping_frequency Time_spend Crosstabulation**
Count
		Time_spend			Total
		less than 1 hour	1-2 hour	more than 2 hour	Total
Shopping_frequency	weekly	1	1	1	3
	monthly	1	2	2	5
	Twice a year	0	0	1	1
Total		2	3	4	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * Type_of_buying	9	100.0%	0	0.0%	9	100.0%

		Type_of_buying						Total
		Cloths	Stationary	Jewellery	Electronics	Food	Other	Total
Shopping_frequency	weekly	1	0	0	1	1	0	3
	monthly	1	2	0	0	0	2	5
	Twice a year	0	0	1	0	0	0	1
Total		2	2	1	1	1	2	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * Availibility_of_products	9	100.0%	0	0.0%	9	100.0%

*Shopping_frequency Availibility_of_products Crosstabulation**
Count
		Availibility_of_products		Total
		Yes	No	Total
Shopping_frequency	weekly	0	3	3
	monthly	3	2	5
	Twice a year	1	0	1
Total		4	5	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Shopping_frequency * New_arrivals	9	100.0%	0	0.0%	9	100.0%

*Shopping_frequency New_arrivals Crosstabulation**
Count
		New_arrivals		Total
		yes	No	Total
Shopping_frequency	weekly	1	2	3
	monthly	2	3	5
	Twice a year	1	0	1
Total		4	5	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Reason_for_shopping * Quality	9	100.0%	0	0.0%	9	100.0%

*Reason_for_shopping Quality Crosstabulation**
Count
		Quality			Total
		Bad	Good	Better	Total
Reason_for_shopping	Prompts: Buying and Browsing	0	0	2	2
	Convenience: Parking	0	2	0	2
	Product range quality price	0	1	1	2
	Staff: kowledgeable, polite, helpful	1	1	0	2
	other: Queues, cafe, lifts, toilets, facilities	1	0	0	1
Total		2	4	3	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Reason_for_shopping * Other_reason	9	100.0%	0	0.0%	9	100.0%

		Other_reason					Total
		Cafe	Lift	Toilet	Facilities	Other	Total
Reason_for_shopping	Prompts: Buying and Browsing	0	0	0	1	1	2
	Convenience: Parking	0	1	0	1	0	2
	Product range quality price	1	0	0	0	1	2
	Staff: kowledgeable, polite, helpful	0	1	1	0	0	2
	other: Queues, cafe, lifts, toilets, facilities	0	1	0	0	0	1
Total		1	3	1	2	2	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Reason_for_shopping * Time_spend	9	100.0%	0	0.0%	9	100.0%

*Reason_for_shopping Time_spend Crosstabulation**
Count
		Time_spend			Total
		less than 1 hour	1-2 hour	more than 2 hour	Total
Reason_for_shopping	Prompts: Buying and Browsing	1	0	1	2
	Convenience: Parking	0	1	1	2
	Product range quality price	0	0	2	2
	Staff: kowledgeable, polite, helpful	1	1	0	2
	other: Queues, cafe, lifts, toilets, facilities	0	1	0	1
Total		2	3	4	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Reason_for_shopping * Type_of_buying	9	100.0%	0	0.0%	9	100.0%

		Type_of_buying						Total
		Cloths	Stationary	Jewellery	Electronics	Food	Other	Total
Reason_for_shopping	Prompts: Buying and Browsing	1	0	1	0	0	0	2
	Convenience: Parking	1	0	0	0	0	1	2
	Product range quality price	0	1	0	0	0	1	2
	Staff: kowledgeable, polite, helpful	0	1	0	0	1	0	2
	other: Queues, cafe, lifts, toilets, facilities	0	0	0	1	0	0	1
Total		2	2	1	1	1	2	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Reason_for_shopping * Availibility_of_products	9	100.0%	0	0.0%	9	100.0%

*Reason_for_shopping Availibility_of_products Crosstabulation**
Count
		Availibility_of_products		Total
		Yes	No	Total
Reason_for_shopping	Prompts: Buying and Browsing	1	1	2
	Convenience: Parking	0	2	2
	Product range quality price	2	0	2
	Staff: kowledgeable, polite, helpful	1	1	2
	other: Queues, cafe, lifts, toilets, facilities	0	1	1
Total		4	5	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Reason_for_shopping * New_arrivals	9	100.0%	0	0.0%	9	100.0%

*Reason_for_shopping New_arrivals Crosstabulation**
Count
		New_arrivals		Total
		yes	No	Total
Reason_for_shopping	Prompts: Buying and Browsing	2	0	2
	Convenience: Parking	0	2	2
	Product range quality price	1	1	2
	Staff: kowledgeable, polite, helpful	0	2	2
	other: Queues, cafe, lifts, toilets, facilities	1	0	1
Total		4	5	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Quality * Other_reason	9	100.0%	0	0.0%	9	100.0%

*Quality Other_reason Crosstabulation**
Count
		Other_reason					Total
		Cafe	Lift	Toilet	Facilities	Other	Total
Quality	Bad	0	1	1	0	0	2
	Good	0	2	0	1	1	4
	Better	1	0	0	1	1	3
Total		1	3	1	2	2	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Quality * Time_spend	9	100.0%	0	0.0%	9	100.0%

*Quality Time_spend Crosstabulation**
Count
		Time_spend			Total
		less than 1 hour	1-2 hour	more than 2 hour	Total
Quality	Bad	1	1	0	2
	Good	0	2	2	4
	Better	1	0	2	3
Total		2	3	4	9

Case Processing Summary
	Cases
	Valid		Missing		Total
	N	Percent	N	Percent	N	Percent
Quality * Type_of_buying	9	100.0%	0	0.0%	9	100.0%

*Quality Type_of_buying Crosstabulation**
Count
		Type_of_buying						Total
		Cloths	Stationary	Jewellery	Electronics	Food	Other	Total
Quality	Bad	0	0	0	1	1	0	2
	Good	1	2	0	0	0	1	4
	Better	1	0	1	0	0	1	3
Total		2	2	1	1	1	2	9

*Quality Availibility_of_products Crosstabulation**
Count
		Availibility_of_products		Total
		Yes	No	Total
Quality	Bad	0	2	2
	Good	2	2	4
	Better	2	1	3
Total		4	5	9

*Quality New_arrivals Crosstabulation**
Count
		New_arrivals		Total
		yes	No	Total
Quality	Bad	1	1	2
	Good	0	4	4
	Better	3	0	3
Total		4	5	9

*Other_reason Time_spend Crosstabulation**
Count
		Time_spend			Total
		less than 1 hour	1-2 hour	more than 2 hour	Total
Other_reason	Cafe	0	0	1	1
	Lift	0	3	0	3
	Toilet	1	0	0	1
	Facilities	0	0	2	2
	Other	1	0	1	2
Total		2	3	4	9

*Other_reason Type_of_buying Crosstabulation**
Count
		Type_of_buying						Total
		Cloths	Stationary	Jewellery	Electronics	Food	Other	Total
Other_reason	Cafe	0	0	0	0	0	1	1
	Lift	0	1	0	1	0	1	3
	Toilet	0	0	0	0	1	0	1
	Facilities	1	0	1	0	0	0	2
	Other	1	1	0	0	0	0	2
Total		2	2	1	1	1	2	9

*Other_reason Availibility_of_products Crosstabulation**
Count
		Availibility_of_products		Total
		Yes	No	Total
Other_reason	Cafe	1	0	1
	Lift	1	2	3
	Toilet	0	1	1
	Facilities	1	1	2
	Other	1	1	2
Total		4	5	9

*Other_reason New_arrivals Crosstabulation**
Count
		New_arrivals		Total
		yes	No	Total
Other_reason	Cafe	1	0	1
	Lift	1	2	3
	Toilet	0	1	1
	Facilities	1	1	2
	Other	1	1	2
Total		4	5	9

*Time_spend Type_of_buying Crosstabulation**
Count
		Type_of_buying						Total
		Cloths	Stationary	Jewellery	Electronics	Food	Other	Total
Time_spend	less than 1 hour	1	0	0	0	1	0	2
	1-2 hour	0	1	0	1	0	1	3
	more than 2 hour	1	1	1	0	0	1	4
Total		2	2	1	1	1	2	9

*Time_spend Availibility_of_products Crosstabulation**
Count
		Availibility_of_products		Total
		Yes	No	Total
Time_spend	less than 1 hour	0	2	2
	1-2 hour	1	2	3
	more than 2 hour	3	1	4
Total		4	5	9

*Time_spend New_arrivals Crosstabulation**
Count
		New_arrivals		Total
		yes	No	Total
Time_spend	less than 1 hour	1	1	2
	1-2 hour	1	2	3
	more than 2 hour	2	2	4
Total		4	5	9

*Type_of_buying New_arrivals Crosstabulation**
Count
		New_arrivals		Total
		yes	No	Total
Type_of_buying	Cloths	1	1	2
	Stationary	0	2	2
	Jewellery	1	0	1
	Electronics	1	0	1
	Food	0	1	1
	Other	1	1	2
Total		4	5	9

References

Backett, K. C., & Davison, C. (1995). Lifecourse and lifestyle: The social and cultural location of health behaviours. Social Science & Medicine, 40(5), 629-638.
Bryman, A. & Burgess, R.G. (eds). (1994). Analyzing qualitative data. London: Routledge.
Campbell, R., Pound, P., Pope, C., Britten, N., Pill, R., Morgan, M., et al. (2003). Evaluating meta-ethnography: a synthesis of qualitative research on lay experiences of diabetes and diabetes care. Social Science & Medicine, 56, 671-684.
Creswell, J. W. (2002). Educational research: Planning, conducting, and evaluating quantitative and qualitative research. Upper Saddle River, NJ: Pearson Education.
Dey, I. (1993). Qualitative Data Analysis: A User-Friendly Guide for Social Scientists. London: Routledge.
Elliott, S. J., & Gillie, J. (1998). Moving experiences: a qualitative analysis of health and migration. Health & Place, 4(4), 327-339.
Ezzy, D. (2002). Qualitative analysis: Practice and innovation. Crows Nest, NSW: Allen & Unwin.
Erlandson, D. A., Harris, E. L., Skipper, B. L., & Allen, S. D. (1993). Doing naturalistic enquiry: A guide to methods. Newbury Park, CA: Sage.

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