Q UALITATIVE DATA DATA UALITATIVE This straightforward, jargon-free book provides an invaluable introduction to planning and conducting qualitative data analysis with NVivo. Written by leading authorities, with over forty years combined experience in computer-assisted analysis of qualitative and mixed-mode data, the new edition of this best selling textbook is an ideal mix of practical instruction, methodology and real world examples. Comprehensive, clear and focused, the book effectively shows how NVivo software accommodates and assists analysis across a wide range of research questions, data types, perspectives and methodologies. It explains and illustrates: ANALYSIS • the power and flexibility of the NVivo software • how best to use NVivo at each stage in your research project • how to use the various tools in NVivo (alongside helpful screen shots) • with examples from the sample data that accompanies the software, the authors’ own research, and vignettes from across the social sciences. • sample projects, supplementary and updated instructions, and SAGE journal content on a companion website. WITH This second edition contains new chapters on handling a literature review, visualizing data, NVIVO SECOND EDITION working in mixed methods and social media datasets, and approaching NVivo as a team. An insightful step-by-step guide to the messy reality of doing computer-assisted analysis, this successful book is essential reading for anyone considering using NVivo software. Pat Bazeley is Director of Research Support P/L and Associate Professor at the University of New South Wales. BAZELEY & JACKSON QUALITATIVE DATA Kristi Jackson is President of Queri, Inc. a qualitative research consulting company in Denver, CO. ANALYSIS WITH NVIVO www.sagepub.co.uk/bazeleynvivo PAT BAZELEY & KRISTI JACKSON Cover image © iStockphoto | Cover design by Lisa Harper bazeley&jackson_qual dat with nvivo_aw.indd 1-3 02/04/2013 10:30 QUALITATIVE DATA ANALYSIS WITH NVIVO bazeley&jackson_qual dat with nvivo_aw.indd 2 15/01/2013 13:19 00-Bazeley & Jackson_Prelims_4603.indd 1 27/03/2013 5:51:38 PM SAGE has been part of the global academic community since 1965, supporting high quality research and learning that transforms society and our understanding of individuals, groups, and cultures. SAGE is the independent, innovative, natural home for authors, editors and societies who share our commitment and passion for the social sciences. Find out more at: www.sagepublications.com Connect, Debate, Engage on Methodspace Connect with other researchers and discuss your research interests Keep up with announcements in the field, for example calls for papers and jobs SECOND EDITION Discover and review resources Engage with featured content such as key articles, podcasts and videos Find out about relevant conferences QUALITATIVE DATA and events ANALYSIS WITH NVIVO Connecting the Research Community PAT BAZELEY & KRISTI JACKSON www.methodspace.com bazeley&jackson_qual dat with nvivo_aw.indd 3 15/01/2013 13:19 00-Bazeley & Jackson_Prelims_4603.indd 2 27/03/2013 5:51:39 PM SECOND EDITION QUALITATIVE DATA ANALYSIS WITH NVIVO PAT BAZELEY & KRISTI JACKSON bazeley&jackson_qual dat with nvivo_aw.indd 3 15/01/2013 13:19 00-Bazeley & Jackson_Prelims_4603.indd 3 27/03/2013 5:51:39 PM SAGE Publications Ltd Icons shown in the text are QSR International and used 1 Oliver’s Yard with permission 55 City Road Pat Bazeley and Kristi Jackson 2013 London EC1Y 1SP First edition published 2007. Reprinted 2007 (twice), 2009, 2010, SAGE Publications Inc. 2011 (twice) 2455 Teller Road This second edition published 2013 Thousand Oaks, California 91320 Apart from any fair dealing for the purposes of research or SAGE Publications India Pvt Ltd private study, or criticism or review, as permitted under the B 1/I 1 Mohan Cooperative Industrial Area Copyright, Designs and Patents Act, 1988, this publication Mathura Road may be reproduced, stored or transmitted in any form, or by New Delhi 110 044 any means, only with the prior permission in writing of the publishers, or in the case of reprographic reproduction, SAGE Publications Asia-Pacific Pte Ltd in accordance with the terms of licences issued by the 3 Church Street Copyright Licensing Agency. Enquiries concerning #10-04 Samsung Hub reproduction outside those terms should be sent to Singapore 049483 the publishers. Editor: Jai Seaman Editorial assistant: Anna Horvai Production editor: Ian Antcliff Proofreader: Jonathan Hopkins Library of Congress Control Number: 2012952715 Copyeditor: Richard Leigh Marketing manager: Ben Griffin-Sherwood British Library Cataloguing in Publication data Cover design: Lisa Harper Typeset by: C&M Digitals (P) Ltd, Chennai, India A catalogue record for this book is available from Printed in Great Britain by: MPG Printgroup, UK the British Library ISBN 978-1-4462-5655-8 ISBN 978-1-4462-5656-5 (pbk) 00-Bazeley & Jackson_Prelims_4603.indd 4 27/03/2013 5:51:39 PM Contents Figures viii Tables xii About the authors xiii Preface to the second edition xiv Chapter outline xvi Acknowledgements xviii 1 Perspectives: Qualitative computing and NVivo 1 Qualitative research purposes and NVivo 2 The evolution of qualitative data analysis software 4 Issues raised by using software for qualitative data analysis 6 Exploring an NVivo project 10 Overview: what’s in an NVivo project? 23 2 Starting out, with a view ahead 24 Exploring the research terrain 24 Explore the terrain with software 26 Looking ahead: connecting a web of data 40 Looking ahead: keeping track of emerging ideas 42 Memos, annotations or links: which should it be? 45 Saving and backing up your project 45 3 Designing an NVivo database 47 Qualitative data for your project 47 Thinking cases 50 Preparing data sources 56 Storing qualitative data in NVivo 61 Managing data sources in NVivo 63 Questions to help you work through these early phases 67 4 Coding basics 68 Goals for early work with data 68 Building knowledge of the data through coding 70 Storing coding in nodes 75 v 00-Bazeley & Jackson_Prelims_4603.indd 5 27/03/2013 5:51:39 PM vi CONTENTS Identifying and naming codes 80 Further coding in NVivo 84 Practical issues in coding 88 Moving on 93 5 Going on with coding 95 Creating a structured coding system 95 Organizing and coding with nodes in trees in NVivo 99 Automating routine coding 108 Automating coding with word frequency and text search queries 110 Closeness and distance with coded data 117 Moving on 121 6 Cases, classifications, and comparisons 122 Understanding case types and case nodes 122 Making case nodes 123 Understanding attributes, values, and classifications 128 Creating classifications, attributes, and values 131 Using attributes for comparison 141 Using sets to manage data 146 Overview 150 7 Working with multimedia sources 154 The promises and perils of non-text data 154 Using images in your research 157 Working with audio and video sources 164 Accessing and using web-based data 171 Exporting images, audio, and video 176 8 Adding reference material to your NVivo project 178 Using reference material in your project 178 Importing, coding, and viewing pdf sources 182 Importing reference material from bibliographic software 188 Capturing web pages with NCapture 192 9 Datasets and mixed methods 195 Combining data types in research 195 What does a dataset look like? 200 Managing data in a dataset 201 Coding dataset text 208 Importing and analysing a social media dataset 209 Analysing datasets and other mixed data types 213 00-Bazeley & Jackson_Prelims_4603.indd 6 27/03/2013 5:51:39 PM CONTENTS vii 10 Tools and strategies for visualizing data 217 Why visualize? 217 Case analysis using models 219 Grouping and conceptualizing 223 Comparative analysis with charts and graphs 226 Explore relationships via the modeller 230 Build a visual narrative 234 Mapping connections – building theory 234 Exploratory visualization using cluster analysis 236 Exporting models and visualizations 240 Concluding comments 240 11 Using coding and queries to further analysis 242 The analytic journey 243 Queries in NVivo 244 Common features in queries 246 Seven queries 248 Using coding and queries to further analysis 255 Creating and customizing reports 265 12 Teamwork with NVivo 270 Getting ready for teamwork 270 Options for storing and accessing a team project 273 Getting started as a team with NVivo 276 Using NVivo’s tools to facilitate team communication 282 Coding as a team 284 Combining databases 286 Comparing coding by different researchers 290 Moving on – further resources 297 References 299 Index 305 00-Bazeley & Jackson_Prelims_4603.indd 7 27/03/2013 5:51:39 PM Figures 1.1 The NVivo workspace 13 1.2 Viewing hyperlinks, ‘see also’ links, and annotations from an internal source 16 1.3 Nodes, with referenced text and context menu 18 1.4 Coding density and coding stripes 20 1.5 Filter options for a report 22 2.1 Creating a new project 27 2.2 Adding a connector to a conceptual map 29 2.3 Creating a memo document to use as a journal 31 2.4 Importing a file as an internal source 33 2.5 Creating an annotation 35 2.6 Viewing a see also link 39 3.1 Sample of interview text showing headings 59 3.2 Importing the description for an internal source 62 3.3 Folders for sources 64 4.1 Frank’s document showing application of multiple codes to each passage of text, and annotations 74 4.2 Screen arrangement for coding 77 4.3 Alternative ways to add coding to text 79 4.4 Viewing the context of a coded passage 85 4.5 Exported node list with descriptions 86 5.1 The shopping catalogue ‘tree’