Qualitative Interview Analysis

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1 Qualitative Interview Analysis Jana Rückert-John 1

2 Introduction From the data generation to qualitative data analysis: the method contentreductive analysis (by Lamnek 1995) The dependence of methods: Research topic Cognitive interest Method for data collection Method for data analysing 2

1995) The dependence of methods: Research topic Cognitive

3 General steps for qualitative analysis 1. Transcription 2. Intra-case (single-case) analysis 3. Cross-case (generalised) analysis 4. Proof of results Source: Lamnek 1995, p

4 Step 1: Transcription Aim: Transfer the extensive material in a readable form Transcription rules for non-verbal aspects Anonymisation of personal data Check the transcript! 4

5 Step 2: Intra-case analysis 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 5

Differentiation between important and less or unimportant aspects 2.

6 Step 3: Cross-case analysis 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 6

7 Step 4: Proof of results Aim: Elimination of misinterpretations 1. Using the full-transcript of the interview 2. Using the original audio-record 3. Team work for interpretation 7

8 Content-reductive analysis (by Lamnek 1995) 8

9 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 9

10 Step 2: Run of contents 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 self-chosen topics by the interviewee Interview guide is a guide for the analysis too 10

11 Example: Run of contents Topics and keywords Functions of the kitchen chef: responsibility, creativity, leadership, loss of control Personal background: school, education, professional, interests, skills, family Motives for organic food products: family, health, environmental consciousness, Relevant text passages (quotations) -Buying of products -Preparing and planning of the menu -Instruction of the kitchen staff -Stay here since 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. -BSE crisis and other food scandals - We want to provide a high quality of food for the organisation staff. - High quality of food is a key factor to gain commitment of the staff to the organisation. 11

of the kitchen staff -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.

12 Step 3: Matrix of topics 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? 12

(cases) for the next step of typing Which single case does represent a

13 Example: Matrix of topics Number of Interview / Case Topics A * * * * * * * B * * * * * * C * * * * D * * * * * F * * * * * * 13 G * * * * * * Topics are represented

14 Step 4: Classification of the material - Typifying 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 Types of organisations, e.g. eating out: hotels / restaurants and communal feeding Different financing in organisations of communal feeding (public versus private) 14

contrast criteria: Professional status Sex or age

15 Step 4: Classification of the material - Typifying 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 15

(storyline) Combine relevant text passages 1. Paraphrasing the contents of the quotation 2. Interpreting a.

16 Step 5: Topic-centred analysis 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 Product strategies Differentiation between restaurants, staff canteens and social institutions (like hospitals, kindergartens) 16

17 Literature 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. 17

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

Dr Elspeth McFadzean Elspeth McFadzean 2007

Dr Elspeth McFadzean Elspeth McFadzean 2007 Dr Elspeth McFadzean Strauss and Corbin s coding methodology consists of the following stages: 1 2 3 4 5 6 Gathering Qualitative Data Organising the Data Fragmenting the Data Categorising the Data Linking