This chapter provides an explanation of what qualitative data is, and gives
examples of different analysis methods and the factors that influence how
and why they are chosen. Analysing data by looking for common themes (known
as thematic analysis) is one of the most common ways in which researchers
approach data they have gathered. There are various criticisms levelled at
qualitative analysis including issues relating to validity, reliability and
credibility. Researchers can address these through a range of methods
including triangulation of data, member validation, careful sampling and
transparency of approach.
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