qualitative data analysis in nvivo

grounded theory

• aimed at developing theories and hypothesis from qualitative data
• it is inductive rather than deductive as it develops theories from data

content analysis

• it is used for examining and quantifying certain words, subjects, and concepts in text, image, video, or audio messages
• can be used to transform qualitative data into quantitative data to generate new meaning

thematic analysis

• a method of identifying, analyzing, and reporting patterns (themes) within data (braun & clarke, 2021)
• most used type of qda approach o defined and easy to follow steps and approach to analyzing qualitative data

other types of qda include discourse analysis and narrative analysis.

the qda type/approach you would choose depends on:

• research field of study (e.g., social sciences, humanities etc.)
• methods used in research (e.g., focus groups, interviews, open ended questions etc.)
• end goal of the research (e.g., themes, theories, narrative discourse)