INQUIRIES, INVESTIGATIONS

FINDING THE
AND IMMERSION

ANSWERS TO THE
RESEARCH
QUESTIONS
Lesson 1 – Data Analysis Method
QUARTER 4 WEEK 1
 TOPICS:

-Data Analysis
Methods
-Intellectual Honesty
CLASS in Research

DISCUSS
DATA ANALYSIS
METHODS
Before writing this section:
 Rewrite the Chapters 1-3 before or
after data analysis and before
writing Chapter 4.
 Rewrite the chapters in past tense,
wherever applicable, and make
corrections for actual data collection
and data analysis procedures.
What is the first thing
that comes to mind when
we see data?
The first instinct is to find
patterns, connections, and
relationships.
 Similarly in research,
once data is collected,
the next step is to get
insights from it.
EXAMPLE:
 If a clothing brand is trying to identify
the latest trends among young women,
the brand will first reach out to young
women and ask them questions
relevant to the research objective.
After collecting this information, the
brand will analyze that data to identify
patterns – for example, it may discover
that most young women would like to
 DATA ANALYSIS is
how researchers go
from a mass of data
to meaningful
insights
ANALYZING QUALITATIVE
DATA
Qualitative data analysis
works a little differently
from quantitative data
primarily because
qualitative data is made
up of words, observations,
images, and even symbols.
ANALYZING QUALITATIVE
DATA
While in quantitative
research there is a clear
distinction between the
data preparation and data
analysis stage, analysis for
qualitative research often
begins as soon as the data
DATA PREPARATION AND BASIC DATA
ANALYSIS
Analysis and preparation happen in
parallel and include the following
steps:

1. Getting familiar with the data.

2. Revisiting research objectives.
3. Developing a framework.
4. Identifying patterns and
connections.
1. GETTING FAMILIAR WITH THE
DATA
-The researcher should start
by reading the data several
times to get familiar with it
and start looking for basic
observations or patterns.
This also includes
transcribing the data.
2. REVISITING RESEARCH
OBJECTIVES
-The researcher revisits the
research objective and
identifies the questions that
can be answered through the
collected data.
3. DEVELOPING A FRAMEWORK
-Also known as coding or indexing,
here the researcher identifies
broad ideas, concepts, behaviors,
or phrases and assigns codes to
them. For example, coding age,
gender, socio-economic status, and
even concepts such as the positive
or negative response to a
question. Coding is helpful in
4. IDENTIFYING PATTERNS AND
CONNECTIONS
-Once the data is coded, the
research can start identifying
themes, looking for the most
common responses to
questions, identifying data or
patterns that can answer
research questions, and finding
areas that can be explored
QUALITATIVE DATA ANALYSIS
METHODS
1. Content analysis
2. Narrative analysis
3. Framework analysis
4. Discourse analysis
5. Grounded theory
1. CONTENT ANALYSIS
 It is used to analyze
documented information in the
form of texts, media, or even
physical items.
 Is usually used to analyze
responses from interviewees
2. NARRATIVE ANALYSIS
 It is used to analyze content from
various sources, such as
interviews of respondents,
observation from the field, or
surveys.
 It focuses on using the stories
and experiences shared by people
to answer the research questions.
3. FRAMEWORK ANALYSIS
 This is more advanced method
that consists of several stages
such as familiarization,
identifying a thematic framework,
coding charting, mapping and
interpretation.
4. DISCOURSE ANALYSIS
 It is used to analyze interaction with
people. However, it focuses on
analyzing the social context in which
the communication between the
researcher and the respondent
occurred.
 Also looks at the respondent’s day-
to-day environment and uses that
information during analysis.
5. GROUNDED THEORY
 This refers to using qualitative
data to explain why a certain
phenomenon happened.
 It does this by studying of similar
cases in different settings and
using the data to derive causal
explanations.
Qualitative data analysis can also be
conducted through the following three
steps:
STEP 1: DEVELOPING AND APPLYING
CODES.
Coding can be explained as
categorization of data.
A “code” can be a word or a short
phrase that represents a theme or an
idea.
THREE TYPES OF CODING:
1. OPEN CODING – The initial organization of raw
data to try to make sense of it. (Create
tentative labels for chunks of data)
2. AXIAL CODING – Interconnecting and linking
the categories of codes. (Identify
relationships among the open codes)
3. SELECTIVE CODING – Formulating the story
through connecting the categories. (Figure
out the core variable, reread the transcripts
and selectively
 RESEARCH TITLE ELEMENTS TO BE CODES
CODED
Born or bred: Leadership Born leaders
revising The Great practice Made leaders
Man theory of Leadership
leadership in the effectiveness
21st century
A study into Market entry Wholly-owned
advantages and strategies subsidiaries
disadvantages of Joint-ventures
various entry Franchising
strategies to Exporting
Chinese market Licensing
RESEARCH TITLE ELEMENTS TO BE CODES
CODED
Impacts of CSR Activities, Philanthropy
programs and phenomenon Supporting
initiative on brand charitable courses
image: a case study Ethical behavior
of Coca-Cola Brand awareness
Company UK. Brand value
An investigation into Tactics Viral messages
the ways of Customer retention
customer Popularity of social
relationship networking sites
management in
mobile marketing
environment
QUALITATIVE DATA CODING:
STEP 2: IDENTIFYING THEMES,
PATTERNS AND
RELATIONSHIPS
Unlike quantitative methods,
in qualitative data analysis
there are no universally
applicable techniques that can
Specifically, the most popular and
effective methods of qualitative data
interpretation include the following:
 WORD AND PHRASE REPETITIONS –
scanning primary data for words
and phrases most commonly used
by respondents, as well as, words
and phrases used with unusual
emotions;
 PRIMARY AND SECONDARY
DATA COMPARISONS –
comparing the findings of
interview /focus
group/observation/ any
other qualitative data
collection method with the
findings of literature review
 SEARCH FOR MISSING
INFORMATION – discussions
about which aspects of the
issue was not mentioned by
respondents, although you
expected them to be
mentioned;
 METAPHORS AND
ANALOGUES – comparing
primary research findings to
phenomena from a different
area and discussing
similarities and differences.
STEP 3: SUMMARIZING THE
DATA
At this last stage you need to
link research findings to
hypotheses or research aim
and objectives. When writing
data analysis chapter, you can
use noteworthy quotations
from the transcript in order to
ANALYZING QUANTITATIVE
DATA
DATA PREPARATION
The first stage of analyzing
data is data preparation, where
the aim is to convert raw data
into something meaningful and
readable. It includes four steps:
STEP 1: DATA VALIDATION
The purpose of data
validation is to find out, as far
as possible, whether the data
collection was done as per the
pre-set standards and without
any bias. It is a four-step
process, which includes…
FRAUD – to infer whether
each respondent was
actually interviewed or
not.
SCREENING – to make
sure that respondents
were chosen as per the
PROCEDURE – to check
whether the data collection
procedure was duly followed.
COMPLETENESS – to ensure
that the interviewer asked the
respondent all the questions,
rather than just a few
required ones.
STEP 2: DATA EDITING
Typically, large data sets include
errors.
For example, respondents may fill
fields incorrectly or skip them
accidentally. To make sure that there
are no such errors, the researcher
should conduct basic data checks,
check for outliers, and edit the raw
research data to identify and clear
out any data points that may hamper
STEP 3: DATA CODING
It refers to grouping and
assigning values to
responses from the survey.
QUANTITATIVE DATA ANALYSIS
METHODS
The two most commonly
used quantitative data
analysis methods are
descriptive statistics and
inferential statistics.
DESCRIPTIVE
STATISTICS
Also known as descriptive
analysis.
It helps researchers
summarize the data and find
patterns
A few commonly used
MEAN – numerical average
of a set of values.
MEDIAN – midpoint of a set
of numerical values.
MODE – most common value
among a set of values.
PERCENTAGE – used to express
how a value or group of
respondents within the data
relates to a larger group of
respondents
FREQUENCY – the number of
times a value is found.
 RANGE – the highest and lowest
value in a set of values.
DESCRIPTIVE STATISTICS
Provide absolute numbers.
However, they do not explain the
rationale or reasoning behind those
numbers.
Are most helpful when the research
is limited to the sample and does not
need to be generalized to a larger
population.
DESCRIPTIVE
STATISTICS
For example, if you are
comparing the percentage of
children vaccinated in two
different villages, then
descriptive statistics is
enough.
DESCRIPTIVE
STATISTICS
Since descriptive analysis is
mostly used for analyzing
single variable, it is often
called univariate analysis.
INFERENTIAL
STATISTICS
These complex analyses show
the relationships between
multiple variables to
generalize results and make
predictions.
CORRELATION – describes the
relationship between 2
variables
REGRESSION – shows or
predicts the relationship
between 2 variables
ANALYSIS OF VARIANCE – tests
the extent to which 2+ groups
differ
INTELLECTU
AL
HONESTY
 INTELLECTUAL HONESTY

Is an applied method of problem

solving, characterized by an unbiased,
honest attitude, which can be
demonstrated in a number of different
ways including:
Ensuring support to chosen
ideologies does not interfere
 INTELLECTUAL HONESTY

Relevant facts and

information are not
purposefully omitted
even when such things
may contradict one’s
hypothesis;
 INTELLECTUAL HONESTY

Facts are presented in an

unbiased manner, and not
twisted to give
misleading impressions or
to support one view over
another;
 INTELLECTUAL HONESTY

References, or earlier
work, are acknowledged
where possible, and
plagiarism is avoided.
TEN SIGNS OF INTELLECTUAL
HONESTY
1. Do not overstate the power
of your argument.
2. Show willingness to publicly
acknowledge that reasonable
alternative viewpoints exist.
3. Be willing to publicly
acknowledge and question
one’s own assumptions and
biases.
4. Be willing to publicly
acknowledge where your
argument is weak.
5. Be willing to publicly
acknowledge when you are
6. Demonstrate consistency.
7. Address the argument
instead of attacking the person
making the argument.
8. When addressing an
argument, do not misrepresent
it.
9. Show commitment to critical
thinking.
10. Be willing to publicly
acknowledge when a point or
criticism is good.