ABSTRACT
This chapter discusses how to analyze qualitative data in general. It focuses on analyzing data from interviews and focus groups, the techniques used are also applicable to analyzing open-ended questions from a survey or questionnaire. Research participants have an opportunity to tell their story in their own words, on their own terms. Audio and video recordings provide reliable documentation of participants' responses. A digital or analog device can be used unobtrusively to record the interview. Coding refers to the identification and classification of themes, concepts, behaviors, interactions, incidents, terminology, or phrases in the data. Qualitative research done well can provide a glimpse into the whys and wherefores of larger trends provide explanations that are not readily apparent, and explore uncharted territory. Data analysis is an iterative process that does not lend itself to simplistic conclusions and determinations.
