Transcript 4.1 Socio-cultural Level of Analysis: Socio

Discuss how researchers analyze data
obtained in observational research
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The process of analysis and interpretation involve
disciplined examination, creative insight, and
careful attention to the purposes of the research
study. Analysis and interpretation are
conceptually separate processes.
The analysis process begins with assembling the
raw materials and getting an overview or total
picture of the entire process.
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The researcher's role in analysis covers a
continuum with assembly of raw data on one
extreme and interpretative comments on the
other.
Analysis is the process of bringing order to the
data, organizing what is there into patterns,
categories, and basic descriptive units.
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The analysis process involves consideration of words,
tone, context, non-verbals, internal consistency,
frequency, extensiveness, intensity, specificity of
responses and big ideas. Content analysis strategies
are essential in the analysis (Krueger, 1994).
Interpretation involves attaching meaning and
significance to the analysis, explaining descriptive
patterns, and looking for relationships and linkages
among descriptive dimensions. Once these
processes have been completed the researcher
must report his or her interpretations and conclusions
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Analysis is usually based on researcher’s field
notes, but these are often compared to data
from other sources (interview transcripts,
narratives, pictures). Why is this important?
One way to analyze the data from observations
is grounded theory analysis.
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Grounded theory analysis is a methodology that
has been used to generate theory in areas
where there is little already known (Goulding,
1998). Its usefulness is also recognized where
there is an apparent lack of integrated theory in
the literature (Goulding, 2002).
Grounded theory “adapts well to capturing the
complexities of the context in which the action
unfolds…” (Locke, 2001:95) and emphasizes
process.
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Grounded theory assists the researcher in
retaining the link between culture, language,
social context and construct (Gales, 2003).
Therefore, grounded theory generates theory
that is of direct interest and relevance for
practitioners in that it analyses a substantive
topic and aims at discovering a basic social
process (BSP) which has the potential to resolve
some of the main concerns of a particular group
(Jones, 2002).
The core of grounded theory analysis is based on
three related processes:
 Description
 Coding and connecting themes
 Produce an account
Description
 Description includes; the context of the action,
the intentions of the participant, and the process
in which the action is embedded.
 A detailed description provides rich data.
Be able to provide examples supporting the
importance of description.
Coding and Connecting Themes
 This is the process of organizing notes into
categories.
 The purpose is to provide tools for analysis
Without categorization, it isn't possible to know
what is analyzed and no way to compare the
data.
 The coding is usually done through inductive
content analysis.
The Classification Process
 Consists of reading, and rereading the field notes
in an interactive way.
 The researches must be able to identify bits of
data and create categories , by asking
questions like; who? What? When? Where? Why?
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This approach can open different routes to
examine the data and make it easier to see how
the categories and subcategories may be
related by themes.
The researcher should write a summary of the
analysis so that independent readers can follow
how and why the connections are reached
The notes about notes are called memos.
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When the data have been classified into
themes, the researcher can look for higher-order
themes (main themes) and subthemes.
Interpretation of the data is based on
comparison of the collected data, and
sometimes the researcher will include evidence
from other sources (interview data, or
information on the social context). How can
interpretation of observation be done using
other sources/methods?
It's important to think critically and not only look
for data that support the interpretation. Explain
how this can create bias?
Producing an Account
The end product is a written account based on all
the elements of the analysis.
The researcher produces a coherent explanation
and an overall theoretical framework for
understanding the phenomenon under
investigation.
The theoretical framework is “grounded” based
on the categories identified during the
observation.
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However, it may also be that researchers use
theoretical triangulation - including alternative
theories to explain the phenomenon.
The researcher continuously consults the data to
see if they support the interpretation. He or she
may also consult the participants, to ask them
whether they can support the interpretation.
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Grounded theory analysis is to observations what
inductive content analysis is to interviews.
The processes are nearly identical, however, the
detail and attention is especially significant with
observations.