ABSTRACT

In the last chapter we focused on how to analyse numeric data. Here, we turn to the analysis of talk, text and visual data. These data include written, printed or web texts, transcripts of spoken language, field notes from observations, research memos and also images (Fairclough 2003: 3). Just as the data sources are wide ranging, so too are the strategies by which these data can be analysed. There is no singularly correct way to carry out qualitative data analysis. Qualitative data analysis is time-consuming, interpretative and iterative; it involves close attention to detail and good organizational skills. As highlighted in Chapter 8, to properly analyse data, you need to allocate sufficient time and resources when you plan your project.