Qualitative_data_analysis
Qualitative_data_analysis
Qualitative_data_analysis
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68 QUALITATIVE DATA ANALYSIS<br />
expectations and assumptions it reveals, or the particular groups it targets? Do we<br />
want to look at humour from a philosophical, psychological, sociological,<br />
anthropological, semantic or literary perspective, or some combination of these?<br />
Addressing or re-addressing such basic questions can help to develop a focus for the<br />
<strong>analysis</strong>.<br />
Another way of finding a focus is through a review of the decisions we have made<br />
in selecting material for <strong>analysis</strong>. Why have we selected the particular sites,<br />
individuals or events we have included in our observations? If they are in some way<br />
‘typical’ or ‘exceptional’, then how are they ‘typical’ or ‘exceptional’—and why is<br />
this important? Why choose Victoria Wood as an example? How, if at all, is<br />
Victoria Wood ‘representative’ of a wider population? Is it because she is successful?<br />
Does it matter that she is a woman? Is it important that she is a contemporary<br />
comedienne? Is it significant that she works in television and radio as well as in<br />
print? How we answer these questions may help to focus our <strong>analysis</strong>. For example,<br />
we might concentrate on issues of gender, taking Victoria Wood as a significant figure<br />
amongst contemporary female humorists. Thinking through the reasons we have<br />
selected our <strong>data</strong> can give us clues about the direction our <strong>analysis</strong> should take.<br />
We also have to think about our potential audience: who is going to read the results<br />
of the research, and what would be interesting or useful to report? We can ask<br />
ourselves bluntly: who cares? If we are conducting a study of gender and humour for<br />
a television network, for example, we might identify a rather different set of analytic<br />
interests and concerns, than if we are hoping to produce a Ph.D. in media studies.<br />
We also have to ask ourselves another blunt question: so what? Trying to anticipate<br />
what our audience may value as a worthwhile <strong>analysis</strong> can help to shape our<br />
thinking even at a preliminary stage. In some cases, such as policy-oriented research,<br />
it may be possible or indeed necessary to discuss research aims and analytic<br />
objectives with others with a stake in the project’s outcomes.<br />
Questions to help find a focus<br />
• What kind of <strong>data</strong> are we analysing?<br />
• How can we characterize this <strong>data</strong>?<br />
• What are our analytic objectives?<br />
• Why have we selected this <strong>data</strong>?<br />
• How is the <strong>data</strong> representative/exceptional ?<br />
• Who wants to know? What do they want to know?<br />
Rather than start the <strong>analysis</strong> from scratch, we also need to consider what<br />
resources we can call upon. In trying to clarify our interests and aims, we may want