Making Sense of Qualitative Data

JOMC 279Paint Data

Quantitative Results

• Correlations• Scale Scores• Counts/Percentages

Correlations

Familiarity Quality Value

Familiarity 1.00 0.66 0.49

Quality -- 1.00 0.54

Value -- -- 1.00

13

2

47

36

3

1

Student Stores 1

Quantitative Data

Qualitative Data

Content Analysis: Emergent Coding Exercise

Question = “Why did you choose that particular place to shop for paint?”

• What categories do you think might show up? (a priori)

• What categories emerge? (emergent)

342 words35 color26 messy17 tape16 brush15 paint12 hard10 time9 fun8 creative7 roller6 blue

6 move6 smell5 difficult5 long5 lowes home improvement5 tedious4 daunting4 exciting4 home depot4 tired4 wall

bi-grams (3+)

9 color_brush7 tape_paint6 messy_fun6 tape_brush5 color_messy5 color_paint5 brush_paint4 color_tape4 messy_hard4 tape_roller

4 brush_roller3 color_decorate3 color_move3 color_smell3 color_time3 messy_creative3 tape_blue3 fun_creative3 paint_roller

color

brush

color

paint

tape

brush

color

messy

paint

tape

brush

fun

color

messy

paint

tape

brush

fun

color

messy

paint

tape

brush

roller

hardfun

color

messy

paint

tape

brush

decoratemove

smelly

time

roller

bluehard

fun

creative

Insights from Focus Groups:

Exercise

• Similar• Normally done at transcript level, not

summary level