University of Utara Malaysia

Othman Yeop Abdullah

Graduate School of Business

Resource Person
Workshop on Qualitative Research Dr. Rab Nawaz Lodhi
Methodologies and Data Analysis using QSR Certified Trainer-NVivo
rabnawazlodhi@uet.edu.pk
NVivo Software Mobile/WhatsApp 00923334093460
Qualitative Research using NVivo
 Focus Areas
1. Research Paradigms and Philosophical
Assumptions

2. Qualitative Research Designs

3. Qualitative Data Collection Methods

4. Qualitative Data Analysis Methods

Qualitative Research using NVivo

 Research

Research is creating
new knowledge
(Neil Armstrong)

Qualitative Research using NVivo

Quality Criteria of Qualitative Research
To Know the Reality
To Know the Truth

Qualitative Research using NVivo

 Research Paradigms and Philosophical
Assumptions
Positivism Interpretivism Realism / Pragmatism

Ontology Singular, Multiple, Mix

Your Objective Subjective
Assumption
about the
nature of
reality)

Epistemology Surface Depth Both

(Knowledge of Knowledge Knowledge
Reality)

Qualitative Research using NVivo

Movement from
Pre-empirical stage to Empirical Stage

Source: Punch (2011)

Qualitative Research
Punch, using
2011 NVivo
Qualitative Research Design
Case Study

Narrative

Grounded Theory
Qualitative
Research Design
phenomenological
research

Participative
Action Research

Ethnography

Qualitative Research using NVivo

www.pu.edu.pk
 Narrative Research
• “A spoken or written text giving an account of an event/action
or series of events/actions, chronologically connected”
Implementation of Narrative
– a. Selecting Subjects
– b. Collecting Data
– c. Reporting Findings
– d. Description of Meaning
• Types of Narrative Research:
1. Biographical Study
2. Autobiography
3. Personal Experience Story

Qualitative Research using NVivo

Creswell,p.54.
Narrative Research

Qualitative Research using NVivo

 Phenomenological Research
• “Whereas a narrative study reports the life of a
single individual, a phenomenological study
describes the meaning of several individuals of
their lived experience…”
• Elements of Phenomenological Research:
1. Identification of a shared experience
2. Phenomenological research attempts to locate
the universal nature of an experience.
3. Attempt to identify shares experience among
various individuals experiencing the same
phenomena

Qualitative Research using NVivo

Phenomenological Research

Qualitative Research using NVivo

 Participatory Action Research
• “Research that directly involves the both the
researcher and the participants in the
research project”
• Carried out by researchers and participants
• Produces knowledge for action
• Cyclic process
• Improve practice and evaluate the results
• Community Based Research
McItyre,
Qualitative 2008using NVivo
Research
Action Research-Cyclic
Process

Chekland & Holwell, 1998

Qualitative Research using NVivo
 Grounded Theory
• Grounded theory is a systematic methodology in the social
sciences involving the generation of theory from data
• Key Elements
1. Categorizing
2. Conceptualizing
3. Theoretical Sampling (Sampling on the basis of Concept)
4. Open Coding
5. Selective Coding
6. Axial Coding
7. Properties (Characteristics)
8. Dimensional Continua

Qualitative Research using NVivo

Grounded Theory

Qualitative Research using NVivo

 Case Study
• A case study is an intensive analysis of an
individual unit (e.g., a person, group, or event)
stressing developmental factors in relation to
context

Qualitative Research using NVivo

www.pu.edu.pk
 Ethnography
• An analysis of the shared patterns of behavior,
beliefs and language among study
participants.
• study of “an entire cultural group”
• Participants Observation
– Immersion (sinking until covered completely with
the water)

Creswell, p. 68.

Qualitative Research using NVivo

www.pu.edu.pk
Data Collection Methods
• Observations – Field Notes
• Focus Group – Audio/Video Recordings/Data Sheet
• Document Review, Content exploration
• Interviews - Audio/Video Recordings/Data Sheet
• Blogs , weblogs, exploration of contents
• Images – Pictures
• E-mails, exploration of contents, timings, contexts
• Diaries , exploration of contents, timings, contexts
• Minutes of Meetings
• Historical Evidences
• Websites
• Data from Social Media (Facebook, Twitter & Linkedin)
Qualitative Research using NVivo
Thematic Analysis
QUALITATIVE DATA ANALYSIS

Qualitative Research using NVivo

www.qsrinternational.com
 Techniques to identify Themes
• Word repetitions
• Indigenous categories
• Key-words-in-context (KWIC)
• Compare and contrast
• Searching for missing information
• Transitions
• Connectors

Qualitative Research using NVivo

www.qsrinternational.com
 Coding
• Themes will be coded into “Nodes”
• Identify particular segments of textual data (or
excerpts of image-data) as an expressive unit
as describe above. Then a label is assigned to
that unit
• In-vivo-codes
• It means that a marked text-fragment is being
coded with itself (for example: "made me sad"
is coded with "made me sad").

Qualitative Research using NVivo

www.qsrinternational.com
 Coding
• identify particular segments of textual data (or
excerpts of image-data) as an expressive unit
as describe above. Then a label is assigned to
that unit
• In-vivo-codes
• It means that a marked text-fragment is being
coded with itself (for example: "made me sad"
is coded with "made me sad").

Qualitative Research using NVivo