ABSTRACT
Qualitative data analysis allows the researcher to discover rich detail and depth of information. As discussed in the Unit 12, qualitative research typically focuses on a small number of cases but provides extensive observation and exploration of those cases. It is often an iterative process, in that the researcher makes observations, analyzes data, and then repeats that procedure to develop a more thorough and extensive understanding of the topic being studied. Such theoretically and methodologically integrated approaches are often guided by grounded theory , which allows the researcher to develop a theoretical understanding through in-depth data analysis. Think of the process you might go through to make a decision about buying a new cell phone. While some may simply spontaneously buy a phone model, others will engage in a more extensive process. This could involve trying out some different phones, talking with friends and family members, reading up on current models, and keeping an eye on popular phones you notice others using.
