Research Methodology/ Methods - QUALITATIVE DATA ANALYSIS Fundamentals | DEDUCTIVE 🆚 INDUCTIVE Coding

How to do content analysis in qualitative research? In this video, I explain how you analyse qualitative data for your research. The main approach depends on the novelty of your research topics (how new is your topic?). This affects how you build your data coding structure. Whether you are doing research for an undergrad, masters, or PhD thesis/dissertation or developing an academic paper for publication, the same rules apply. This video is for you. I present data processing and analysis strategies for qualitative data. Qualitative research techniques come with some complexity but also quite a bit of structure. Learning the fundamentals will help you to enjoy the process and lead to great novel findings! For insights into the literature review process leading to this, please see my videos How to write a literature review: 4 TOP TIPS (In-Depth): https://www.youtube.com/watch?v=ecYJImUjN3c&t=58s 4 WAYS to FIND GAPS in the Literature (+1 TRUTH to Grasp) https://www.youtube.com/watch?v=J7J6RH3ELVc&t=53s What do you do if you want to conduct research on a topic that is not well-established? How is it different from well-established topics? Exploratory research has different implications for your methodological approach compared to other types of research. I address this question by focusing on methodological approaches to dealing with well-researched versus under-researched topics. Once your literature review reveals the extent to which your chosen topic has been researched, you will have clarity over your research logic: the relationship between your research and existing theory. If you are testing theory, your analysis will be mostly deductive: you deduce the relevant constructs from the literature and apply that in your data analysis. If you are building theory, you analysis will mostly be inductive: you establish the constructs through the data. Essentially, you build theory from the ground up, hence, grounded approach. This is the essence of inductive and deductive research. This is all you need to know when to apply deductive coding and when to apply inductive coding. When you get to the data analysis stage, you need a data analysis structure and in qualitative research, a coding tree is a good way of presenting the structure to your readers. Key moments (definitions and approaches) 1:10 What to do when there isn't much research on your topic 1:18 Research logic defined 1:47 What is a data coding structure? 2:28 Implications of novelty for the data coding process 2:38 Deductive coding 4:15 Inductive coding & the grounded approach 5:50 Summary: qualitative data coding processes