Welcome Guest [create an account] or log-in:

Chapter 8 Qualitative Data Analysis Approaches

DOI: 10.23912/978-1-910158-51-7-2775


Published: September 2015

Component type: chapter

Published in: Research Methods for Business and Management 2nd edn

Parent DOI: 10.23912/978-1-910158-51-7-2735


Whether researchers are using interviews, focus groups, or textual analysis, large amounts of data are produced. It can be daunting to manage and analyse the many thousands of words produced. The purpose of this chapter is to provide suggestions on how to move beyond describing what participants have said, to analysing the data. In this chapter researchers will learn more about the most common approaches to analysing qualitative data, namely, Grounded Theory, thematic and template analysis, discourse analysis and hermeneutics. Situations where each approach may be more suitable are suggested. By the end of the chapter readers should be able to identify which approach is appropriate to their data set. In addition, readers will be able to undertake robust analysis of their qualitative data.

Sample content

Click here to download PDF


  • Katherine J C Sang, Heriot-Watt University (Author)
  • Rafal Sitko, Heriot-Watt University (Author)

For the source title:

Cite as

Sang & Sitko, 2015

Sang, K.J.C. & Sitko, R. (2015) "Chapter 8 Qualitative Data Analysis Approaches" In: O'Gorman, K.D. & MacIntosh, R. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-910158-51-7-2775


Black, I., & Tagg, S. (2007). A Grounded Theory of doctors' information search behaviour. Implications for information provision, pharmaceutical market entry and development. Journal of Marketing Management, 23(3-4), 347-366. https://doi.org/10.1362/026725707X196413

Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77-101. https://doi.org/10.1191/1478088706qp063oa

Daniels, K., Harris, C. and Briner, R. B. (2004). Linking work conditions to unpleasant affect: cognition, catergorization and goals. Journal of Occupational and Organizational Psychology, 77, 343-63. https://doi.org/10.1348/0963179041752628

Dick, P. (2004). Discourse Analysis. In Cassell, C., & Symon, G. (Eds.), Essential guide to qualitative methods in organizational research. Sage Publications, London, 203-213. https://doi.org/10.4135/9781446280119.n17

Gilbert, N. (Eds.). (2008). Researching Social Life. Sage Publications, London.

Glaser, B. G., & Strauss, A. L. (1967). The Discovery of Grounded Theory: Strategies for Qualitative Research. Transaction Publishers.

Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The Qualitative Report, 8(4), 597-607.

Goulding, C. (2005). Grounded Theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research. European journal of Marketing, 39(3/4), 294-308. https://doi.org/10.1108/03090560510581782

King, N. (2004). Using templates in the thematic analysis of text. In Cassell, C. and Symon, G. (Eds.), Essential Guide to Qualitative Methods in Organizational Research, Sage Publications, London, 256-70. https://doi.org/10.4135/9781446280119.n21

King, N. (n.d.). Template Analysis http://hhs.hud.ac.uk/w2/research/template_analysis/ last accessed 19 th February 2014.

Kreiner, G. E., Hollensbe, E. C., & Sheep, M. L. (2009). Balancing borders and bridges: Negotiating the work-home interface via boundary work tactics. Academy of Management Journal, 52(4), 704-730. https://doi.org/10.5465/AMJ.2009.43669916

Ness, K. (2012). Constructing masculinity in the building trades: "most jobs in the construction industry can be done by women". Gender, Work & Organization, 19(6), 654-676. https://doi.org/10.1111/j.1468-0432.2010.00551.x

Oehlert, Gary W. (2000). Design and Analysis of Experiments: Response surface design. New York: W.H. Freeman and Company

O'Gorman, K. D. (2008). The Essence of Hospitality from the Texts of Classical Antiquity: The Development of a Hermeneutical Helix to Identify the Philosophy of the Phenomenon of Hospitality, University of Strathclyde, Glasgow.

O'Gorman, K. D. (2010). The Origins of Hospitality and Tourism. Goodfellow, Oxford.

O'Gorman, K. D. and Gillespie, C. H. (2010). The mythological power of hospitality leaders? A hermeneutical investigation of their reliance on storytelling. International Journal of Contemporary Hospitality Management. 22(5), 659-680. https://doi.org/10.1108/09596111011053792

Potter, J. (1997). Discourse analysis as a way of analysing naturally occurring talk. In D. Silverman (ed.) Qualitative Research: Theory, Method and Practice, Sage, London, p. 144-160.

Richards, J. (2008). 'Because I need somewhere to vent': The expression of conflict through work blogs. New Technology, Work and Employment, 23(1‐2), 95-110. https://doi.org/10.1111/j.1468-005X.2008.00205.x

Rodriguez, J. K. (2013). Joining the Dark Side: Women in Management in the Dominican Republic. Gender, Work & Organization, 20(1), 1-19. https://doi.org/10.1111/j.1468-0432.2010.00541.x

Ryan, G. W., & Bernard, H. R. (2003). Techniques to identify themes. Field Methods, 15(1), 85-109. https://doi.org/10.1177/1525822X02239569

Silverman, D. (2006). Doing Qualitative Research: A Practical Handbook. Sage Publications, London.

Suddaby, R. (2006). From the editors: What grounded theory is not. Academy of Management Journal, 49(4), 633-642. https://doi.org/10.5465/AMJ.2006.22083020

Wooffitt, R. (2008) Conversation analysis and discourse analysis in Gilbert, N. (Eds.). . Researching Social Life. Sage Publications, London, 441-461.


Chapter 8 Qualitative Data Analysis Approaches [Details]Price: £4.99*Licences / Downloadable file

Published in Research Methods for Business and Management 2nd edn

Chapter 8 Qualitative Data Analysis Approaches [Details]Price: £4.99*Licences / Downloadable file
Paperback format [Details] Available as an inspection copyPrice: £34.99Copies / Delivery by post
Terms and conditions of purchase | Privacy policy