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QUALITATIVE DATA

Kara Lanier

Created on September 1, 2025

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Transcript

QUALITATIVE DATA

What is Qualitative Data?

How is it Collected?

Characteristics

Examples that Apply to Instructional Design

How is the Data Analyzed?

Purpose

Purpose

Understanding Experiences: To capture the depth of human experiences, emotions, and challenges that statistics alone cannot convey. Defining Concepts: To explore and define ideas, thoughts, and meanings related to a topic. Enhancing Quantitative Data: To complement quantitative data, providing context and explaining "why" numerical findings occur. Informing Action: To understand attitudes, beliefs, and motivations to inform policies and actions effectively.

5 Common Ways to Analyze Qualitative Data

Hover over the magnifying glasses
Thematic Analysis
Content Analysis
Discource Analysis
Narrative Analysis
Grounded Theory

Definition

Qualitative data refers to non-numerical information that describes qualities, characteristics, or attributes of something.

Collections Methods

Qualitative data is collected through interviews, focus groups, observations, case studies, document analysis, and surveys.

Examples that Apply to Instructional Design

TEXT Interview transcripts: Learners describing what parts of a training felt confusing or most useful. Open-ended survey responses: Comments on how an online module supported (or failed to support) workplace performance.

AUDIO and VISUALS Audio recordings: Learner feedback sessions where participants explain difficulties with using an LMS. Photographs: Screenshots of learner-created projects (e.g., art assignments, mind maps, infographics).

OBSERVATIONS Social interactions: Observing patterns of participation in online forums (e.g., who initiates vs. who only replies) Environmental contexts: Documenting workplace conditions (like background noise or time pressure) that affect learning transfer

Characteristics

Non-numeric (qualities or characteristics) Descriptive (information about behaviors, experiences, feelings, and opinions) Subjective (reflects individual perspectives, emotions, and motivations) Exploratory (uncover the "why" and "how" behind phenomena)