One of my absolute favorite parts of qualitative research is the process of thematic analysis – almost like being Sherlock Holmes and uncovering a mystery based on the evidence at hand! My process of analysis is outlined below however opposed to using NVIVO or analysising digitally, I prefer printing transcripts and analyzing by hand. One could argue it is less eco-friendly (although I would counter reminding one how wasteful and energy inefficient our digital companions are!!) but I love the process of notetaking, highlighting and using sticky notes. This blog is structured as follows:
- An outline of my Data Analysis process using Thematic Analysis
- Emerging Themes from my data
- Attachments of the raw data (e.g. Survey responses* and PTES free-text for reference) *Excel file reformatted into PDF (not super user-friendly; My apologies!!)
Outline of Data Analysis
The data was analysed using thematic analysis, a widely used method in qualitative research for identifying, analysing, and reporting patterns (themes) within data. It is worth noting that the data has already been partially “cooked” by the choices I as a researcher have made (Madden, 2010; p. 140). The coding process was consistent with the data analysis described by Miles and Huberman (1994; p. 10-11) which included data reduction, data display, and conclusion drawing or verification.
- Familiarisation with the Data: Responses were read multiple times to gain a deep understanding of the content.
- Generating Initial Codes: Key phrases and ideas were highlighted and coded to capture recurring patterns.
- Searching for Themes: Codes were grouped into broader themes that reflected significant aspects of the data. (Lungu, 2022)
- Reviewing Themes: Themes were refined, ensuring they accurately represented the data set.
- Defining and Naming Themes: Clear and descriptive names were assigned to each theme to encapsulate their essence.
Key Themes which emerged include:
- Actively Listening
- “Belonging is very connected to being respected and not scared to voice your thoughts.”
- Offering Collaborative Opportunities
- “More social and informal activities outside classes” and “collaborative challenges helped me find my group of people.”
- Celebrating Diversity
- “Cross-cultural exchange activities would really help create a stronger sense of belonging.”
- Creating Safe Spaces
- “Speak under a chill mood: removing stress can help me express myself slightly better.”
- Communicating Shared Values
- “Belonging means feeling that my values are in sync with what the institution stands for.”
- “Dismissive attitudes towards sustainability left me feeling disheartened.”
- Support from Staff
- •“Lecturers willing to help wherever they can increased my feeling of belonging.”
The emergence of these key themes have led to various actions including the introduction of a Fashion Cultures Day for MA Strategic Fashion Marketing Students which I will outline in a separate blog.
References:
Lungu, M., 2022. The coding manual for qualitative researchers. American Journal of Qualitative Research, 6(1), pp.232-237.
Madden, R., 2010. Being ethnographic. A Guide to the Theory and Practice of Ethnography. Sage.
Miles, M.B., 1994. Qualitative data analysis: An expanded sourcebook. Thousand Oaks.