What is qualitative data analysis?

Qualitative data analysis refers to the interpretation and organization of non-numerical data such as words, images or videos. It involves examining and identifying patterns, themes and insights from the data to derive meaning and context. Unlike quantitative data analysis, qualitative data analysis is not concerned with measuring and quantifying data, but rather with exploring the subjective experiences, attitudes and perceptions of individuals or groups. Techniques used in qualitative data analysis include coding, thematic analysis, narrative analysis and discourse analysis. Qualitative data analysis is commonly used in social sciences, market research, and psychology to gain insights into people's feelings, beliefs and behaviors.

This mind map was published on 20 April 2023 and has been viewed 136 times.