Your research goals will determine the most effective data analysis you should choose. The more commonly used analysis methods include content analysis, thematic analysis, and narrative analysis.
Content analysis can help generate quantitative data extracted from qualitative analysis. It analyzes text for the frequency of:
These frequencies provide an understanding of hidden patterns embedded in interview respondents' utterances and ideas. Content analysis is helpful for researchers conducting interviews with a large number of respondents who need to determine what words or concepts appear most frequently in the data.
Thematic analysis is similar to content analysis except for the frequency of topics or themes that interview respondents explore. Researchers who can identify common topics in their data can develop a theoretical framework that may be useful in future research.
Qualitative researchers who employ narrative analysis are more interested in how interview respondents construct narratives such as:
- personal anecdotes
- retelling of stories
This analytical approach can help guide researchers design future interview studies to more effectively elicit personal narratives.
Analysis of multimedia
You can also analyze the video or audio data from interviews in ATLAS.ti. For example, the respondents' facial expressions or tone of voice may provide important insight into what they say. You can add transcripts to video or audio files and assign codes to both. This combination will allow you to, for example, code for themes in the transcript and code for emotions (e.g., happiness, stress) in the corresponding multimedia file. You can then see whether those themes and emotions co-occur together.