QUALITATIVE DATA ANALYSIS

The text of nine short interviews conducted among one of the customer groups (i.e., females aged 40-54) provides the data set for this assignment. Working in pairs (i.e. groups of two) your task is to
undertake a manual analysis of the data. You should:
1. Briefly explain the stages involved in qualitative data analysis and the approaches that may be
taken to coding. Use appropriate references.
2. Develop an initial coding scheme and apply it to the data, developing and applying
new/emerging codes as and when necessary (i.e., open coding stage). Produce a code book
for the data (including both initial codes and emergent open codes) and explain your approach
to developing the codes.
3. Identify the broad categories and sub-categories that emerge in the second stage of coding
(i.e., axial coding stage). Explain how you developed the axial codes.
4. Provide an explanatory account of the relationships between the categories and any core
concept(s) that, according to your analysis, appear to underpin the data (i.e., what you think is
‘going on’) and help to answer the research question (i.e., selective coding stage).
In addition to the above, each student within the pair should INDIVIDUALLY:
5. Write a reflective statement (500 words maximum for each person) that critically reflects on
the way that you handled the analysis, e.g. any problems you encountered and how you
resolved them, how you worked with your fellow researcher to produce the analysis, how you
might benefit from the learning experience.

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