Qualitative Data Analysis in NVivo

Grounded Theory

• Aimed at developing theories and hypothesis from qualitative data
• It is inductive rather than deductive as it develops theories from data

Content Analysis

• It is used for examining and quantifying certain words, subjects, and concepts in text, image, video, or audio messages
• Can be used to transform qualitative data into quantitative data to generate new meaning

Thematic Analysis

• A method of identifying, analyzing, and reporting patterns (themes) within data (Braun & Clarke, 2021)
• Most used type of QDA approach o Defined and easy to follow steps and approach to analyzing qualitative data

Other types of QDA include discourse analysis and narrative analysis.

The QDA type/approach you would choose depends on:

• Research field of study (e.g., Social Sciences, Humanities etc.)
• Methods used in research (e.g., focus groups, interviews, open ended questions etc.)
• End goal of the research (e.g., themes, theories, narrative discourse)