how to present interview data in a dissertation

Incorporating Interview Data

Introduction

When you incorporate original interview data into your writing, you are developing new ideas by using quotations and often sources that no one else has accessed. Drawing from interviews can liven up your writing, ground your big concepts within the specific circumstances of particular individuals, and introduce you to insights you might never have considered on your own. Additionally, interviews are an exciting way for you to provide a larger audience for people who might not otherwise have opportunities to share their stories, perceptions, and experiences.

There are lots of good reasons to incorporate original interview data into your writing. But doing so also involves making many, specific writing decisions. On this page we explore some of those decisions by considering: 1) the process by which interview data is gathered; 2) models for interview incorporation; and 3) identification of ways that writing with interview data can be like writing with information from any other source (as well as some of the unique writerly considerations that interviews raise).

Contents       Before You Write       Different Models of Incorporating Interview Data       Summarizing, Paraphrasing, or Quoting       Referring to your Interviewees       Using Verbatim or Non-Verbatim

Before You Write

Of course, before you can incorporate interview data into your writing, you need to plan and conduct your interviews and begin to analyze your findings.

Interviewing is a common form of research and information gathering in many different fields and across many different genres. In order to develop and actualize a plan for why interviews will help you answer the questions you’re asking, whom you’ll interview, and what you’ll ask these subjects, you’ll want to consult a range of resources. Talk with your instructor, mentor, or advisor about common ways of approaching interviews for this assignment or in this discipline. Additionally, many undergraduate textbooks about research in the social sciences and humanities offer introductions to interviewing. We’ve listed a few great resources to help you learn more.

For comprehensive introductions to research methods used in the writing research that include some information about interviews, consider:

• Jackie Grutsch McKinney’s book Strategies for Writing Center Research —especially pages 55-69. While Grutsch McKinney’s is focused on writing center research, her close consideration of the different ways to structure interviews as well as how to plan and conduct them can be applied to all interview contexts. Additionally, her treatment of data analysis in chapter 8 provides a step-by-step guide for coding qualitative data—one of the approaches you might use to make sense of what your interview data means.
• Joyce Kinkead’s Researching Writing: An Introduction to Research Methods —especially pages 37-39. This is a potential textbook for that could be used for a class specifically about the formal study of writing. However, its direct and specific information about interviewing is applicable for any social science researcher preparing to use interviews for research.

These resources focus more specifically on qualitative research methods in particular and interviewing in particular:

• Robert Bogdan and Sari Knopp Biklen’s Qualitative Research for Education: An Introduction to Theories and Methods —especially pages 103-109. Bogdan and Knopp Biklen’s treatment of interview practices provides a brief overview of how to approach and implement this research methodology.
• Irving Seidman’s Interviewing as Qualitative Research: A Guide for Researchers in Education and the Social Sciences —especially pages 78-94. This entire book explores interview practices, logistics, and applications, but chapter six in particular usefully details particular interviewing techniques and provides transcripted examples of some of these strategic techniques in action.

The rest of the information on this page assumes that you have learned to develop and implement your interview plan, that you’ve analyzed the information you’ve gathered, and that you’re now ready to start weaving that information into your writing.

Different Models for Incorporating Interview Data

You can use interview data in many different ways. Most often, you will probably be making an argumentative or analytical point and illustrating and supporting it with evidence from your interviews. For example, in the following passage from the book Booty Capitalism: The Politics of Banking in the Philippines , Paul D. Hutchcroft, a political science professor at Australian National University, begins with an original claim, follows that with a quotation from an interview subject that exemplifies that claim, and then offers additional commentary on that issue. Note how the quotation from the interview both connects the concepts of banking and politics and introduces the prism metaphor that Hutchcroft continues into the next sentence.

The major focus of this [book] is two arenas that offer particular insights into the nature of relations between state and oligarchy in the banking system: bank supervision and selective credit allocation. “Banking,” observes one former bank president, “is a prism through which to understand power politics in the Philippines.” A study of the banking system highlights larger patterns at work within the political economy: how a predatory oligarchy extracts privilege from a patrimonial state, and how developmental policy objectives are continually choked out by a clamor of particularistic demands made by those who currently enjoy proximity to the political machinery. (7)

Generalizing about a Trend or Theme

Using information from an interview to support your claim is the primary purpose for incorporating interview data into your writing, but how you do this may change according to your specific intent. In what follows, we explore different models for weaving interview data into your writing and provide examples of what this looks like.

It is important to consider the politicization of the nationality responses in context. On the whole, the vast majority of republican executives did not try to influence the process, and the nationality question was a non-issue in the predominantly ethnically Russian regions. In my regional interviews I found that in the oblasts and krays, there were almost no reports of difficulty with the nationality question. Officials in those areas reported that respondents who were not ethnically Russian had no difficulty citing a different nationality. This finding corresponded with my observations of the enumeration process in Moscow. There were sporadic cases of respondents in ethnically mixed marriages registering one child as of one parent’s ethnic group and the other child as of the other parent’s ethnic group. However, this is a conceptual issue rather than a problem of politicization. ( 367-8 )

Quoting to Illustrate a Trend or Theme

Sometimes interviewees say things that are so strikingly similar that it is useful to draw attention to these complementary concepts and word choices by putting them together. In the following passage, Jane Calvert, a professor at the University of Edinburgh, and Joan Fujimura, a sociology professor at UW-Madison, use this strategy while writing about scientists’ responses to the new and developing field of systems biology. Note that these authors carefully tie quotations to specific anonymized interviewees through parenthetical citations.

In another US university, the decision to build an interdisciplinary research centre was top-down, initiated by university and funding administrators and initially opposed by most campus laboratory scientists. The building of new interdisciplinary structures is challenging for the existing disciplinary “fiefdoms” (Biologist19) and “silos” (Biologist9 and Biologist12) “where people feel protected and safe” (Biologist19) because they are not required to step outside of their “comfort zones” (Biologist7).

Putting Two Sources in Conversation with Each Other

Sometimes writers can use one interviewee to contribute to or complicate what another interviewee says. The following paragraph from Hutchcroft’s Booty Capitalism shows this practice at work. In addition to bringing two sources together, in this passage Hutchcroft also strategically incorporates paratextual insight gained from the interview process into his analysis. He uses the former governor’s laughter to showcase an attitude that directly contrasts with what the former bank supervisor says.

Even when the Central Bank has acted against those who milked their banks, former bank owners have been known to use personal connections, even up to the Supreme Court, to confound Central Bank discipline. Former Governor Jaime Laya noted that even martial law “didn’t seem to stop the lawsuits against Central Bank personnel.” He actually laughed as he told me how the Central Bank legal office has “never won a case.” But the former head of the bank supervision sector, who has herself been sued, doesn’t find it a laughing matter: “Why only in this country,” she exclaimed, “do the regulators go to the jail, and the bankers go scot-free?” (9)

Providing a Profile/Telling a Story

Sometimes your writing needs to focus on your interview subject as a full and complex individual. In order to analyze an issue, you need to write about this individual’s background, family, and previous experiences. In this situation, you’ll weave together information you gained from your interviews with quotations from this person. This kind of writing is common when you are using interviews to develop ethnographis case studies. In the following example of this technique, Kate Vieira, a professor in the Department of Curriculum and Instruction at UW-Madison, tells the story of Jocélia, an undocumented Brazilian immigrant living in Massachusetts:

Jocélia, a 22 year-old Brazilian woman who grew up in a favela (shanty town) in Brazil, came to the United States to study and to earn money. When her visa expired and the small sum she had borrowed from cousins ran out, she quit her ESL classes and began to work illegally. When I met her in 2008, she had been in the United States for 4 years, had managed to buy a house for her mother in Brazil, and had plans to buy another one for herself and a car. To earn money as an undocumented worker, she held down two jobs: one from 3 p.m. to midnight and another from 5 a.m. to afternoon. One evening, exhausted from having not slept in days, she nodded off as she drove home from work, resulting in a serious accident that led her to a friend’s house in South Mills and to a Catholic retreat. When I came here, I was not a youth who had fun. I only worked, and this made me a little frustrated, you know? Sad, lonely, understand? And nobody could change my mind. I had to work . . . But the Lord showed me something different, that I can’t live only for work . . . So I went there [to the retreat] and I really felt that the Lord touched us. It was a very good experience . . . (444)

Attending to Language

As explored in greater depth in the discussion about verbatim transcription , sometimes you want to analyze or consider the language an individual uses or the implications of certain kinds of words or even pauses. For example, in the following passage, Beth Godbee, a writing and rhetoric professor at Marquette University, meticulously considers the implications of her subjects’ specific words and phrasing. Although this example is taken from Godbee’s analysis of a conversation she recorded between a writer Susan and a writing center tutor Kim as opposed to a direct interview she conducted, the attention she pays to language could just as well be applied to information from an interview.

Kim reinforces Susan’s qualifications: “You’re gonna—you’re the specialist in this area. You know these kids; you see what know the effects are, and maybe where some change could be made” (lines 558-561). Here Kim revises her projection of Susan as a “specialist” in the future tense (“gonna,” as in “you’re going to be”) to a statement of her current position (“you’re,” or “you are now”). By repairing her speech mid-utterance, Kim emphasizes Susan’s current status and qualifications to write, thereby reframing her institutional power to assert her right to speak. (185)

Summarizing, Paraphrasing, or Quoting

As the above examples show, interview data is incorporated into writing through summaries, paraphrases, or quotations. In some ways this makes working with interviews just like working from any other kind of outside. As you choose between summarizing, paraphrasing, or quoting, a guiding question for you to consider is: What is most important about this information?

• Is it the overall story it tells or the general perspective it provides? Then summarizing might be the best option.
• Is it the particular take on a complex issue? Then paraphrasing that idea in your own words to make it as understandable as possible might be best.
• Is it the memorability, specificity, or authenticity of the language the source used? Then probably go with a quote, but be sure to contextualize this quotation by providing necessary background and commentary.

Of course, in working with interview data, you might go with all three incorporation strategies by, for example, summarizing early in a paragraph to provide an overall sense of what this source is saying, paraphrasing a key idea or two, and then including a poignant quotation that exemplifies the argument you are making. For more information about quoting and paraphrasing outside sources in your writing, check out our resources on this issue .

Referring to your Interviewees

In certain writing situations, you are expected to identify the people you interviewed by using their real names. This is often the case in journalistic writing as well as when you have consulted with an expert on an issue. But, even in these writing contexts, you must receive permission from them to associate their words and insights with their names by clearly establishing whether or not they are talking with you “on the record.”

However, when you are conducting interviews for academic research, you are frequently expected to use pseudonyms so that your subjects’ responses are confidential. Protecting your subjects’ privacy should be your primary priority. They are giving you access to personal experiences and trusting you with their individual insights and observations; you must honor that trust by anonymizing their identities so that readers can’t figure out who your subjects were. Developing a research methodology that keeps all of your data confidential is an important part of the IRB (Internal Review Board) process, and in order to receive permission to do research at your institution you’ll need a plan that outlines how you’ll achieve confidentiality. Part of that plan will involve using different names for your subjects. But selecting pseudonyms is a bigger issue than just choosing different names at random.

Ruth Allen and Janine L. Wiles, Social and Community Health scholars at the University of Auckland, have closely considered the many issues surrounding pseudonym selection in connection to their original psychological and health-related research. They advocate that researchers think critically about this process and even bring their subjects into these discussions of identity and confidentiality. You need to be thoughtful about what aspects of your subjects’ true identities you are communicating or obscuring through the pseudonyms you use. The following questions are adapted from ones Allen and Wiles recommend researchers ask themselves when preparing to use pseudonyms for participants:

• Does the researcher or the participant choose the pseudonym? How does this issue get talked about with the participants?
• Is it important, valuable, or expected to use first name or also include last names and/or titles (i.e., Cara, Mr. Terrance, Dr. Jean Nichols)?
• Within the context of this writing, should the names to be associated with a specific gender, ethnicity, and/or culture? Should those nominal identity markers align with the participants’ actual identities?
• Do pseudonyms need to be selected for other people, places, activities, and organizations mentioned in the interview? And if so, who makes those choices?

How you answer these questions should be informed by your specific context. For example, in relation to that fourth question, if a participant is talking supportively about a small on-campus organization that you want to bring attention to through your writing, it might make sense to refer to this organization by name even though its size might make it harder to disguise your participant’s identity. However, if your interviewee is speaking critically about a large, multi-national corporation where she works, you might want to develop a pseudonym for that company in order to protect this individual as much as possible.

Using Verbatim or Non-Verbatim

When you are conducting interviews, you are engaging people in very focused conversation. But when we converse, we say “like” a lot and “um” and “ah.” We start sentences and then interrupt ourselves and never return to complete those earlier thoughts. Conversation is never as direct and naturally coherent as writing can be. As a result, when you’re representing other people’s speech, you need to decide if you’ll be employing what is called “verbatim transcription” or “non-verbatim transcription.”

In “verbatim transcriptions,” you write out what people say exactly as they say it. You include all the filler words, false starts, and grammatical inconsistencies. You may even choose to include coughs and laughs. Scholars have traditionally upheld verbatim accounts as being accurate depictions of the interview process, but as Blake Poland pointed out, “much of the emotional context of the interview as well as nonverbal communication are not captured at all well in audiotape records, so that the audiotape itself is not strictly a verbatim record of the interview” (291). “Non-verbatim transcriptions,” (sometimes called “intelligent transcription”) respond to this acknowledged gap between the complexities of real conversation and the limitations of writing by encouraging writers to focus on the primary substance of participants’ quotes. In “non-verbatim transcriptions, you eliminate the unnecessary utterances like “er,” “well,” and “you know” and just include the foundational meaning of the interviewees’ words.” For example:

Verbatim Transcription : Well, you see, I was [pause] the problem, as I saw it, was more of a, a matter of representation, you know? How can I, like, be the one that’s just out there just declaring the way things are when I’ve not even, like, you know, experiencing the whole process for myself? Non-verbatim Transcription : The problem, as I saw it, was more a matter of representation. How can I be the one that’s out there declaring the way things are when I’ve not even experienced the whole process for myself?

The choice to use verbatim or non-verbatim transcription in quoting your participants should be informed by intentional considerations you are making as a writer. There are good reasons to use either forms. As Mahesh Kumar has identified in a blog post for the Transcription Certification Institute, verbatim transcription is useful for showcasing the thought process by which interview participants develop their ideas. False starts and self-corrections track down how someone is thinking about an issue in real time, and some fillers can be useful expressions of personality. Additionally, some linguistics research and conversation analysis methodologies expect highly structured, verbatim transcriptions that even account for pauses and simultaneous dialogue. However, quotations presented through non-verbatim transcriptions are clearer and easier to read and enable you to present your interview subjects as articulate (Poland 292). Whether you go with verbatim or non-verbatim transcription, make sure that you are being consistent with this choice across your article, paper, report, or essay. Also, if it’s common in the genre you are writing to discuss your methodology choices, it may be useful to clarify which transcription form you have chosen to use and why this was an appropriate choice.

Works Cited

Allen, Ruth E.S., and Janine L. Wiles. “A Rose by Any Other Name: Participants Choosing Research Pseudonyms.” Qualitative Research in Psychology , Dec. 2015. Research Gate , doi: 10.1080/14780887.2015.1133746.

Bogdan, Robert C., and Sari Knopp Biklen. Qualitative Research for Education: An Introduction to Theories and Methods . 5 th ed., Pearson, 2007.

Calvert, Jane, and Joan H. Fujimura. “Calculating Life? Duelling Discourses in Interdisciplinary Systems Biology.” Studies in History and Philosophy of Science Part C: Studies in History and Philosophy of Biological and Biomedical Sciences , vol. 42, no. 2l, 2011. Science Direct , https://doi.org/10.1016/j.shpsc.2010.11.022 .

Godbee, Beth. “Toward Explaining the Transformative Power of Talk About, Around, and for Writing.” Research in the Teaching of English , vol. 47, no. 2, 2012, pp. 171-97.

Grutsch McKinney, Jackie. Strategies for Writing Center Research . Parlor Press, 2016.

Herrera, Yoshiko M. “The 2002 Russian Census: Institutional Reform at Goskomstar.”  Post-Soviet Affairs , vol, 20, no. 4, 2004, pp. 350-86.

Hutchcroft, Paul D. Booty Capitalism: The Politics of Banking in the Philippines , Ateneo de Manila University Press, 1998.

Kinkead, Joyce. Researching Writing: An Introduction to Research Methods . University Press of Colorado, 2015.

Kumar, Mahesh. “Verbatim Vs Non-Verbatim Transcription: Differences, Requirements, & Jobs.” Transcription Certification Institute , 5 December 2017. Accessed online 19 June 2017. https://blog.transcriptioncertificationinstitute.org/verbatim-vs-non-verbatim-transcription-differences-requirements-jobs/.

Poland, Blake D. “Transcription Quality as an Aspect of Rigor in Qualitative Research.” Qualitative Inquiry , no. 1, vol. 3, 1995, pp. 290-310.

Seidman, Irving. Interviewing as Qualitative Research: A Guide for Researchers in Education and the Social Sciences . 3 rd ed., Teachers College Press, 2006.

Vieira, Kate. “Undocumented in a Documentary Society: Textual Borders and Transnational Religious Literacies.”  Written Communication , vol 28, no. 4, 2011, pp. 436-61.

Academic and Professional Writing

This is an accordion element with a series of buttons that open and close related content panels.

Analysis Papers

Reading Poetry

A Short Guide to Close Reading for Literary Analysis

Using Literary Quotations

Play Reviews

Writing a Rhetorical Précis to Analyze Nonfiction Texts

Grant Proposals

Planning and Writing a Grant Proposal: The Basics

Additional Resources for Grants and Proposal Writing

Job Materials and Application Essays

Writing Personal Statements for Ph.D. Programs

• Before you begin: useful tips for writing your essay
• Guided brainstorming exercises
• Get more help with your essay
• Frequently Asked Questions

Resume Writing Tips

CV Writing Tips

Cover Letters

Business Letters

Proposals and Dissertations

Resources for Proposal Writers

Resources for Dissertators

Research Papers

Planning and Writing Research Papers

Quoting and Paraphrasing

Writing Annotated Bibliographies

Creating Poster Presentations

Writing an Abstract for Your Research Paper

Thank-You Notes

Advice for Students Writing Thank-You Notes to Donors

Reading for a Review

Critical Reviews

Writing a Review of Literature

Scientific Reports

Scientific Report Format

Sample Lab Assignment

Writing for the Web

Writing an Effective Blog Post

Writing for Social Media: A Guide for Academics

blog @ precision

Presenting your qualitative analysis findings: tables to include in chapter 4.

The earliest stages of developing a doctoral dissertation—most specifically the topic development  and literature review  stages—require that you immerse yourself in a ton of existing research related to your potential topic. If you have begun writing your dissertation proposal, you have undoubtedly reviewed countless results and findings sections of studies in order to help gain an understanding of what is currently known about your topic. 

In this process, we’re guessing that you observed a distinct pattern: Results sections are full of tables. Indeed, the results chapter for your own dissertation will need to be similarly packed with tables. So, if you’re preparing to write up the results of your statistical analysis or qualitative analysis, it will probably help to review your APA editing  manual to brush up on your table formatting skills. But, aside from formatting, how should you develop the tables in your results chapter?

In quantitative studies, tables are a handy way of presenting the variety of statistical analysis results in a form that readers can easily process. You’ve probably noticed that quantitative studies present descriptive results like mean, mode, range, standard deviation, etc., as well the inferential results that indicate whether significant relationships or differences were found through the statistical analysis . These are pretty standard tables that you probably learned about in your pre-dissertation statistics courses.

But, what if you are conducting qualitative analysis? What tables are appropriate for this type of study? This is a question we hear often from our dissertation assistance  clients, and with good reason. University guidelines for results chapters often contain vague instructions that guide you to include “appropriate tables” without specifying what exactly those are. To help clarify on this point, we asked our qualitative analysis experts to share their recommendations for tables to include in your Chapter 4.

Demographics Tables

As with studies using quantitative methods , presenting an overview of your sample demographics is useful in studies that use qualitative research methods. The standard demographics table in a quantitative study provides aggregate information for what are often large samples. In other words, such tables present totals and percentages for demographic categories within the sample that are relevant to the study (e.g., age, gender, job title). 

If conducting qualitative research  for your dissertation, however, you will use a smaller sample and obtain richer data from each participant than in quantitative studies. To enhance thick description—a dimension of trustworthiness—it will help to present sample demographics in a table that includes information on each participant. Remember that ethical standards of research require that all participant information be deidentified, so use participant identification numbers or pseudonyms for each participant, and do not present any personal information that would allow others to identify the participant (Blignault & Ritchie, 2009). Table 1 provides participant demographics for a hypothetical qualitative research study exploring the perspectives of persons who were formerly homeless regarding their experiences of transitioning into stable housing and obtaining employment.

Participant Demographics

Tables to Illustrate Initial Codes

Most of our dissertation consulting clients who are conducting qualitative research choose a form of thematic analysis . Qualitative analysis to identify themes in the data typically involves a progression from (a) identifying surface-level codes to (b) developing themes by combining codes based on shared similarities. As this process is inherently subjective, it is important that readers be able to evaluate the correspondence between the data and your findings (Anfara et al., 2002). This supports confirmability, another dimension of trustworthiness .

A great way to illustrate the trustworthiness of your qualitative analysis is to create a table that displays quotes from the data that exemplify each of your initial codes. Providing a sample quote for each of your codes can help the reader to assess whether your coding was faithful to the meanings in the data, and it can also help to create clarity about each code’s meaning and bring the voices of your participants into your work (Blignault & Ritchie, 2009).

Table 2 is an example of how you might present information regarding initial codes. Depending on your preference or your dissertation committee’s preference, you might also present percentages of the sample that expressed each code. Another common piece of information to include is which actual participants expressed each code. Note that if your qualitative analysis yields a high volume of codes, it may be appropriate to present the table as an appendix.

Initial Codes

Tables to Present the Groups of Codes That Form Each Theme

As noted previously, most of our dissertation assistance clients use a thematic analysis approach, which involves multiple phases of qualitative analysis  that eventually result in themes that answer the dissertation’s research questions. After initial coding is completed, the analysis process involves (a) examining what different codes have in common and then (b) grouping similar codes together in ways that are meaningful given your research questions. In other words, the common threads that you identify across multiple codes become the theme that holds them all together—and that theme answers one of your research questions.

As with initial coding, grouping codes together into themes involves your own subjective interpretations, even when aided by qualitative analysis software such as NVivo  or MAXQDA. In fact, our dissertation assistance clients are often surprised to learn that qualitative analysis software does not complete the analysis in the same ways that statistical analysis software such as SPSS does. While statistical analysis software completes the computations for you, qualitative analysis software does not have such analysis capabilities. Software such as NVivo provides a set of organizational tools that make the qualitative analysis far more convenient, but the analysis itself is still a very human process (Burnard et al., 2008).

Because of the subjective nature of qualitative analysis, it is important to show the underlying logic behind your thematic analysis in tables—such tables help readers to assess the trustworthiness of your analysis. Table 3 provides an example of how to present the codes that were grouped together to create themes, and you can modify the specifics of the table based on your preferences or your dissertation committee’s requirements. For example, this type of table might be presented to illustrate the codes associated with themes that answer each research question. 

Grouping of Initial Codes to Form Themes

Tables to Illustrate the Themes That Answer Each Research Question

Creating alignment throughout your dissertation is an important objective, and to maintain alignment in your results chapter, the themes you present must clearly answer your research questions. Conducting qualitative analysis is an in-depth process of immersion in the data, and many of our dissertation consulting  clients have shared that it’s easy to lose your direction during the process. So, it is important to stay focused on your research questions during the qualitative analysis and also to show the reader exactly which themes—and subthemes, as applicable—answered each of the research questions.

Below, Table 4 provides an example of how to display the thematic findings of your study in table form. Depending on your dissertation committee’s preference or your own, you might present all research questions and all themes and subthemes in a single table. Or, you might provide separate tables to introduce the themes for each research question as you progress through your presentation of the findings in the chapter.

Emergent Themes and Research Questions

Bonus Tip! Figures to Spice Up Your Results

Although dissertation committees most often wish to see tables such as the above in qualitative results chapters, some also like to see figures that illustrate the data. Qualitative software packages such as NVivo offer many options for visualizing your data, such as mind maps, concept maps, charts, and cluster diagrams. A common choice for this type of figure among our dissertation assistance clients is a tree diagram, which shows the connections between specified words and the words or phrases that participants shared most often in the same context. Another common choice of figure is the word cloud, as depicted in Figure 1. The word cloud simply reflects frequencies of words in the data, which may provide an indication of the importance of related concepts for the participants.

As you move forward with your qualitative analysis and development of your results chapter, we hope that this brief overview of useful tables and figures helps you to decide on an ideal presentation to showcase the trustworthiness your findings. Completing a rigorous qualitative analysis for your dissertation requires many hours of careful interpretation of your data, and your end product should be a rich and detailed results presentation that you can be proud of. Reach out if we can help  in any way, as our dissertation coaches would be thrilled to assist as you move through this exciting stage of your dissertation journey!

Anfara Jr., V. A., Brown, K. M., & Mangione, T. L. (2002). Qualitative analysis on stage: Making the research process more public.  Educational Researcher ,  31 (7), 28-38. https://doi.org/10.3102/0013189X031007028

Blignault, I., & Ritchie, J. (2009). Revealing the wood and the trees: Reporting qualitative research.  Health Promotion Journal of Australia ,  20 (2), 140-145. https://doi.org/10.1071/HE09140

Burnard, P., Gill, P., Stewart, K., Treasure, E., & Chadwick, B. (2008). Analysing and presenting qualitative data.  British Dental Journal ,  204 (8), 429-432. https://doi.org/10.1038/sj.bdj.2008.292

An official website of the United States government

The .gov means it’s official. Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

The site is secure. The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

• Publications
• Account settings

Preview improvements coming to the PMC website in October 2024. Learn More or Try it out now .

• Advanced Search
• Journal List
• Am J Pharm Educ
• v.74(8); 2010 Oct 11

Presenting and Evaluating Qualitative Research

The purpose of this paper is to help authors to think about ways to present qualitative research papers in the American Journal of Pharmaceutical Education . It also discusses methods for reviewers to assess the rigour, quality, and usefulness of qualitative research. Examples of different ways to present data from interviews, observations, and focus groups are included. The paper concludes with guidance for publishing qualitative research and a checklist for authors and reviewers.

INTRODUCTION

Policy and practice decisions, including those in education, increasingly are informed by findings from qualitative as well as quantitative research. Qualitative research is useful to policymakers because it often describes the settings in which policies will be implemented. Qualitative research is also useful to both pharmacy practitioners and pharmacy academics who are involved in researching educational issues in both universities and practice and in developing teaching and learning.

Qualitative research involves the collection, analysis, and interpretation of data that are not easily reduced to numbers. These data relate to the social world and the concepts and behaviors of people within it. Qualitative research can be found in all social sciences and in the applied fields that derive from them, for example, research in health services, nursing, and pharmacy. 1 It looks at X in terms of how X varies in different circumstances rather than how big is X or how many Xs are there? 2 Textbooks often subdivide research into qualitative and quantitative approaches, furthering the common assumption that there are fundamental differences between the 2 approaches. With pharmacy educators who have been trained in the natural and clinical sciences, there is often a tendency to embrace quantitative research, perhaps due to familiarity. A growing consensus is emerging that sees both qualitative and quantitative approaches as useful to answering research questions and understanding the world. Increasingly mixed methods research is being carried out where the researcher explicitly combines the quantitative and qualitative aspects of the study. 3 , 4

Like healthcare, education involves complex human interactions that can rarely be studied or explained in simple terms. Complex educational situations demand complex understanding; thus, the scope of educational research can be extended by the use of qualitative methods. Qualitative research can sometimes provide a better understanding of the nature of educational problems and thus add to insights into teaching and learning in a number of contexts. For example, at the University of Nottingham, we conducted in-depth interviews with pharmacists to determine their perceptions of continuing professional development and who had influenced their learning. We also have used a case study approach using observation of practice and in-depth interviews to explore physiotherapists' views of influences on their leaning in practice. We have conducted in-depth interviews with a variety of stakeholders in Malawi, Africa, to explore the issues surrounding pharmacy academic capacity building. A colleague has interviewed and conducted focus groups with students to explore cultural issues as part of a joint Nottingham-Malaysia pharmacy degree program. Another colleague has interviewed pharmacists and patients regarding their expectations before and after clinic appointments and then observed pharmacist-patient communication in clinics and assessed it using the Calgary Cambridge model in order to develop recommendations for communication skills training. 5 We have also performed documentary analysis on curriculum data to compare pharmacist and nurse supplementary prescribing courses in the United Kingdom.

It is important to choose the most appropriate methods for what is being investigated. Qualitative research is not appropriate to answer every research question and researchers need to think carefully about their objectives. Do they wish to study a particular phenomenon in depth (eg, students' perceptions of studying in a different culture)? Or are they more interested in making standardized comparisons and accounting for variance (eg, examining differences in examination grades after changing the way the content of a module is taught). Clearly a quantitative approach would be more appropriate in the last example. As with any research project, a clear research objective has to be identified to know which methods should be applied.

Types of qualitative data include:

• Audio recordings and transcripts from in-depth or semi-structured interviews
• Structured interview questionnaires containing substantial open comments including a substantial number of responses to open comment items.
• Audio recordings and transcripts from focus group sessions.
• Field notes (notes taken by the researcher while in the field [setting] being studied)
• Video recordings (eg, lecture delivery, class assignments, laboratory performance)
• Case study notes
• Documents (reports, meeting minutes, e-mails)
• Diaries, video diaries
• Observation notes
• Press clippings
• Photographs

RIGOUR IN QUALITATIVE RESEARCH

Qualitative research is often criticized as biased, small scale, anecdotal, and/or lacking rigor; however, when it is carried out properly it is unbiased, in depth, valid, reliable, credible and rigorous. In qualitative research, there needs to be a way of assessing the “extent to which claims are supported by convincing evidence.” 1 Although the terms reliability and validity traditionally have been associated with quantitative research, increasingly they are being seen as important concepts in qualitative research as well. Examining the data for reliability and validity assesses both the objectivity and credibility of the research. Validity relates to the honesty and genuineness of the research data, while reliability relates to the reproducibility and stability of the data.

The validity of research findings refers to the extent to which the findings are an accurate representation of the phenomena they are intended to represent. The reliability of a study refers to the reproducibility of the findings. Validity can be substantiated by a number of techniques including triangulation use of contradictory evidence, respondent validation, and constant comparison. Triangulation is using 2 or more methods to study the same phenomenon. Contradictory evidence, often known as deviant cases, must be sought out, examined, and accounted for in the analysis to ensure that researcher bias does not interfere with or alter their perception of the data and any insights offered. Respondent validation, which is allowing participants to read through the data and analyses and provide feedback on the researchers' interpretations of their responses, provides researchers with a method of checking for inconsistencies, challenges the researchers' assumptions, and provides them with an opportunity to re-analyze their data. The use of constant comparison means that one piece of data (for example, an interview) is compared with previous data and not considered on its own, enabling researchers to treat the data as a whole rather than fragmenting it. Constant comparison also enables the researcher to identify emerging/unanticipated themes within the research project.

STRENGTHS AND LIMITATIONS OF QUALITATIVE RESEARCH

Qualitative researchers have been criticized for overusing interviews and focus groups at the expense of other methods such as ethnography, observation, documentary analysis, case studies, and conversational analysis. Qualitative research has numerous strengths when properly conducted.

Strengths of Qualitative Research

• Issues can be examined in detail and in depth.
• Interviews are not restricted to specific questions and can be guided/redirected by the researcher in real time.
• The research framework and direction can be quickly revised as new information emerges.
• The data based on human experience that is obtained is powerful and sometimes more compelling than quantitative data.
• Subtleties and complexities about the research subjects and/or topic are discovered that are often missed by more positivistic enquiries.
• Data usually are collected from a few cases or individuals so findings cannot be generalized to a larger population. Findings can however be transferable to another setting.

Limitations of Qualitative Research

• Research quality is heavily dependent on the individual skills of the researcher and more easily influenced by the researcher's personal biases and idiosyncrasies.
• Rigor is more difficult to maintain, assess, and demonstrate.
• The volume of data makes analysis and interpretation time consuming.
• It is sometimes not as well understood and accepted as quantitative research within the scientific community
• The researcher's presence during data gathering, which is often unavoidable in qualitative research, can affect the subjects' responses.
• Issues of anonymity and confidentiality can present problems when presenting findings
• Findings can be more difficult and time consuming to characterize in a visual way.

PRESENTATION OF QUALITATIVE RESEARCH FINDINGS

The following extracts are examples of how qualitative data might be presented:

Data From an Interview.

The following is an example of how to present and discuss a quote from an interview.

The researcher should select quotes that are poignant and/or most representative of the research findings. Including large portions of an interview in a research paper is not necessary and often tedious for the reader. The setting and speakers should be established in the text at the end of the quote.

The student describes how he had used deep learning in a dispensing module. He was able to draw on learning from a previous module, “I found that while using the e learning programme I was able to apply the knowledge and skills that I had gained in last year's diseases and goals of treatment module.” (interviewee 22, male)

This is an excerpt from an article on curriculum reform that used interviews 5 :

The first question was, “Without the accreditation mandate, how much of this curriculum reform would have been attempted?” According to respondents, accreditation played a significant role in prompting the broad-based curricular change, and their comments revealed a nuanced view. Most indicated that the change would likely have occurred even without the mandate from the accreditation process: “It reflects where the profession wants to be … training a professional who wants to take on more responsibility.” However, they also commented that “if it were not mandated, it could have been a very difficult road.” Or it “would have happened, but much later.” The change would more likely have been incremental, “evolutionary,” or far more limited in its scope. “Accreditation tipped the balance” was the way one person phrased it. “Nobody got serious until the accrediting body said it would no longer accredit programs that did not change.”

Data From Observations

The following example is some data taken from observation of pharmacist patient consultations using the Calgary Cambridge guide. 6 , 7 The data are first presented and a discussion follows:

Pharmacist: We will soon be starting a stop smoking clinic. Patient: Is the interview over now? Pharmacist: No this is part of it. (Laughs) You can't tell me to bog off (sic) yet. (pause) We will be starting a stop smoking service here, Patient: Yes. Pharmacist: with one-to-one and we will be able to help you or try to help you. If you want it. In this example, the pharmacist has picked up from the patient's reaction to the stop smoking clinic that she is not receptive to advice about giving up smoking at this time; in fact she would rather end the consultation. The pharmacist draws on his prior relationship with the patient and makes use of a joke to lighten the tone. He feels his message is important enough to persevere but he presents the information in a succinct and non-pressurised way. His final comment of “If you want it” is important as this makes it clear that he is not putting any pressure on the patient to take up this offer. This extract shows that some patient cues were picked up, and appropriately dealt with, but this was not the case in all examples.

Data From Focus Groups

This excerpt from a study involving 11 focus groups illustrates how findings are presented using representative quotes from focus group participants. 8

Those pharmacists who were initially familiar with CPD endorsed the model for their peers, and suggested it had made a meaningful difference in the way they viewed their own practice. In virtually all focus groups sessions, pharmacists familiar with and supportive of the CPD paradigm had worked in collaborative practice environments such as hospital pharmacy practice. For these pharmacists, the major advantage of CPD was the linking of workplace learning with continuous education. One pharmacist stated, “It's amazing how much I have to learn every day, when I work as a pharmacist. With [the learning portfolio] it helps to show how much learning we all do, every day. It's kind of satisfying to look it over and see how much you accomplish.” Within many of the learning portfolio-sharing sessions, debates emerged regarding the true value of traditional continuing education and its outcome in changing an individual's practice. While participants appreciated the opportunity for social and professional networking inherent in some forms of traditional CE, most eventually conceded that the academic value of most CE programming was limited by the lack of a systematic process for following-up and implementing new learning in the workplace. “Well it's nice to go to these [continuing education] events, but really, I don't know how useful they are. You go, you sit, you listen, but then, well I at least forget.”

The following is an extract from a focus group (conducted by the author) with first-year pharmacy students about community placements. It illustrates how focus groups provide a chance for participants to discuss issues on which they might disagree.

Interviewer: So you are saying that you would prefer health related placements? Student 1: Not exactly so long as I could be developing my communication skill. Student 2: Yes but I still think the more health related the placement is the more I'll gain from it. Student 3: I disagree because other people related skills are useful and you may learn those from taking part in a community project like building a garden. Interviewer: So would you prefer a mixture of health and non health related community placements?

GUIDANCE FOR PUBLISHING QUALITATIVE RESEARCH

Qualitative research is becoming increasingly accepted and published in pharmacy and medical journals. Some journals and publishers have guidelines for presenting qualitative research, for example, the British Medical Journal 9 and Biomedcentral . 10 Medical Education published a useful series of articles on qualitative research. 11 Some of the important issues that should be considered by authors, reviewers and editors when publishing qualitative research are discussed below.

Introduction.

A good introduction provides a brief overview of the manuscript, including the research question and a statement justifying the research question and the reasons for using qualitative research methods. This section also should provide background information, including relevant literature from pharmacy, medicine, and other health professions, as well as literature from the field of education that addresses similar issues. Any specific educational or research terminology used in the manuscript should be defined in the introduction.

The methods section should clearly state and justify why the particular method, for example, face to face semistructured interviews, was chosen. The method should be outlined and illustrated with examples such as the interview questions, focusing exercises, observation criteria, etc. The criteria for selecting the study participants should then be explained and justified. The way in which the participants were recruited and by whom also must be stated. A brief explanation/description should be included of those who were invited to participate but chose not to. It is important to consider “fair dealing,” ie, whether the research design explicitly incorporates a wide range of different perspectives so that the viewpoint of 1 group is never presented as if it represents the sole truth about any situation. The process by which ethical and or research/institutional governance approval was obtained should be described and cited.

The study sample and the research setting should be described. Sampling differs between qualitative and quantitative studies. In quantitative survey studies, it is important to select probability samples so that statistics can be used to provide generalizations to the population from which the sample was drawn. Qualitative research necessitates having a small sample because of the detailed and intensive work required for the study. So sample sizes are not calculated using mathematical rules and probability statistics are not applied. Instead qualitative researchers should describe their sample in terms of characteristics and relevance to the wider population. Purposive sampling is common in qualitative research. Particular individuals are chosen with characteristics relevant to the study who are thought will be most informative. Purposive sampling also may be used to produce maximum variation within a sample. Participants being chosen based for example, on year of study, gender, place of work, etc. Representative samples also may be used, for example, 20 students from each of 6 schools of pharmacy. Convenience samples involve the researcher choosing those who are either most accessible or most willing to take part. This may be fine for exploratory studies; however, this form of sampling may be biased and unrepresentative of the population in question. Theoretical sampling uses insights gained from previous research to inform sample selection for a new study. The method for gaining informed consent from the participants should be described, as well as how anonymity and confidentiality of subjects were guaranteed. The method of recording, eg, audio or video recording, should be noted, along with procedures used for transcribing the data.

Data Analysis.

A description of how the data were analyzed also should be included. Was computer-aided qualitative data analysis software such as NVivo (QSR International, Cambridge, MA) used? Arrival at “data saturation” or the end of data collection should then be described and justified. A good rule when considering how much information to include is that readers should have been given enough information to be able to carry out similar research themselves.

One of the strengths of qualitative research is the recognition that data must always be understood in relation to the context of their production. 1 The analytical approach taken should be described in detail and theoretically justified in light of the research question. If the analysis was repeated by more than 1 researcher to ensure reliability or trustworthiness, this should be stated and methods of resolving any disagreements clearly described. Some researchers ask participants to check the data. If this was done, it should be fully discussed in the paper.

An adequate account of how the findings were produced should be included A description of how the themes and concepts were derived from the data also should be included. Was an inductive or deductive process used? The analysis should not be limited to just those issues that the researcher thinks are important, anticipated themes, but also consider issues that participants raised, ie, emergent themes. Qualitative researchers must be open regarding the data analysis and provide evidence of their thinking, for example, were alternative explanations for the data considered and dismissed, and if so, why were they dismissed? It also is important to present outlying or negative/deviant cases that did not fit with the central interpretation.

The interpretation should usually be grounded in interviewees or respondents' contributions and may be semi-quantified, if this is possible or appropriate, for example, “Half of the respondents said …” “The majority said …” “Three said…” Readers should be presented with data that enable them to “see what the researcher is talking about.” 1 Sufficient data should be presented to allow the reader to clearly see the relationship between the data and the interpretation of the data. Qualitative data conventionally are presented by using illustrative quotes. Quotes are “raw data” and should be compiled and analyzed, not just listed. There should be an explanation of how the quotes were chosen and how they are labeled. For example, have pseudonyms been given to each respondent or are the respondents identified using codes, and if so, how? It is important for the reader to be able to see that a range of participants have contributed to the data and that not all the quotes are drawn from 1 or 2 individuals. There is a tendency for authors to overuse quotes and for papers to be dominated by a series of long quotes with little analysis or discussion. This should be avoided.

Participants do not always state the truth and may say what they think the interviewer wishes to hear. A good qualitative researcher should not only examine what people say but also consider how they structured their responses and how they talked about the subject being discussed, for example, the person's emotions, tone, nonverbal communication, etc. If the research was triangulated with other qualitative or quantitative data, this should be discussed.

Discussion.

The findings should be presented in the context of any similar previous research and or theories. A discussion of the existing literature and how this present research contributes to the area should be included. A consideration must also be made about how transferrable the research would be to other settings. Any particular strengths and limitations of the research also should be discussed. It is common practice to include some discussion within the results section of qualitative research and follow with a concluding discussion.

The author also should reflect on their own influence on the data, including a consideration of how the researcher(s) may have introduced bias to the results. The researcher should critically examine their own influence on the design and development of the research, as well as on data collection and interpretation of the data, eg, were they an experienced teacher who researched teaching methods? If so, they should discuss how this might have influenced their interpretation of the results.

Conclusion.

The conclusion should summarize the main findings from the study and emphasize what the study adds to knowledge in the area being studied. Mays and Pope suggest the researcher ask the following 3 questions to determine whether the conclusions of a qualitative study are valid 12 : How well does this analysis explain why people behave in the way they do? How comprehensible would this explanation be to a thoughtful participant in the setting? How well does the explanation cohere with what we already know?

CHECKLIST FOR QUALITATIVE PAPERS

This paper establishes criteria for judging the quality of qualitative research. It provides guidance for authors and reviewers to prepare and review qualitative research papers for the American Journal of Pharmaceutical Education . A checklist is provided in Appendix 1 to assist both authors and reviewers of qualitative data.

ACKNOWLEDGEMENTS

Thank you to the 3 reviewers whose ideas helped me to shape this paper.

Appendix 1. Checklist for authors and reviewers of qualitative research.

Introduction

• □ Research question is clearly stated.
• □ Research question is justified and related to the existing knowledge base (empirical research, theory, policy).
• □ Any specific research or educational terminology used later in manuscript is defined.
• □ The process by which ethical and or research/institutional governance approval was obtained is described and cited.
• □ Reason for choosing particular research method is stated.
• □ Criteria for selecting study participants are explained and justified.
• □ Recruitment methods are explicitly stated.
• □ Details of who chose not to participate and why are given.
• □ Study sample and research setting used are described.
• □ Method for gaining informed consent from the participants is described.
• □ Maintenance/Preservation of subject anonymity and confidentiality is described.
• □ Method of recording data (eg, audio or video recording) and procedures for transcribing data are described.
• □ Methods are outlined and examples given (eg, interview guide).
• □ Decision to stop data collection is described and justified.
• □ Data analysis and verification are described, including by whom they were performed.
• □ Methods for identifying/extrapolating themes and concepts from the data are discussed.
• □ Sufficient data are presented to allow a reader to assess whether or not the interpretation is supported by the data.
• □ Outlying or negative/deviant cases that do not fit with the central interpretation are presented.
• □ Transferability of research findings to other settings is discussed.
• □ Findings are presented in the context of any similar previous research and social theories.
• □ Discussion often is incorporated into the results in qualitative papers.
• □ A discussion of the existing literature and how this present research contributes to the area is included.
• □ Any particular strengths and limitations of the research are discussed.
• □ Reflection of the influence of the researcher(s) on the data, including a consideration of how the researcher(s) may have introduced bias to the results is included.

Conclusions

• □ The conclusion states the main finings of the study and emphasizes what the study adds to knowledge in the subject area.

Qualitative Research 101: Interviewing

5 Common Mistakes To Avoid When Undertaking Interviews

By: David Phair (PhD) and Kerryn Warren (PhD) | March 2022

Undertaking interviews is potentially the most important step in the qualitative research process. If you don’t collect useful, useable data in your interviews, you’ll struggle through the rest of your dissertation or thesis.  Having helped numerous students with their research over the years, we’ve noticed some common interviewing mistakes that first-time researchers make. In this post, we’ll discuss five costly interview-related mistakes and outline useful strategies to avoid making these.

Overview: 5 Interviewing Mistakes

• Not having a clear interview strategy /plan
• Not having good interview techniques /skills
• Not securing a suitable location and equipment
• Not having a basic risk management plan
• Not keeping your “ golden thread ” front of mind

1. Not having a clear interview strategy

The first common mistake that we’ll look at is that of starting the interviewing process without having first come up with a clear interview strategy or plan of action. While it’s natural to be keen to get started engaging with your interviewees, a lack of planning can result in a mess of data and inconsistency between interviews.

There are several design choices to decide on and plan for before you start interviewing anyone. Some of the most important questions you need to ask yourself before conducting interviews include:

• What are the guiding research aims and research questions of my study?
• Will I use a structured, semi-structured or unstructured interview approach?
• How will I record the interviews (audio or video)?
• Who will be interviewed and by whom ?
• What ethics and data law considerations do I need to adhere to?
• How will I analyze my data? 

Let’s take a quick look at some of these.

The core objective of the interviewing process is to generate useful data that will help you address your overall research aims. Therefore, your interviews need to be conducted in a way that directly links to your research aims, objectives and research questions (i.e. your “golden thread”). This means that you need to carefully consider the questions you’ll ask to ensure that they align with and feed into your golden thread. If any question doesn’t align with this, you may want to consider scrapping it.

Another important design choice is whether you’ll use an unstructured, semi-structured or structured interview approach . For semi-structured interviews, you will have a list of questions that you plan to ask and these questions will be open-ended in nature. You’ll also allow the discussion to digress from the core question set if something interesting comes up. This means that the type of information generated might differ a fair amount between interviews.

Contrasted to this, a structured approach to interviews is more rigid, where a specific set of closed questions is developed and asked for each interviewee in exactly the same order. Closed questions have a limited set of answers, that are often single-word answers. Therefore, you need to think about what you’re trying to achieve with your research project (i.e. your research aims) and decided on which approach would be best suited in your case.

It is also important to plan ahead with regards to who will be interviewed and how. You need to think about how you will approach the possible interviewees to get their cooperation, who will conduct the interviews, when to conduct the interviews and how to record the interviews. For each of these decisions, it’s also essential to make sure that all ethical considerations and data protection laws are taken into account.

Finally, you should think through how you plan to analyze the data (i.e., your qualitative analysis method) generated by the interviews. Different types of analysis rely on different types of data, so you need to ensure you’re asking the right types of questions and correctly guiding your respondents.

Simply put, you need to have a plan of action regarding the specifics of your interview approach before you start collecting data. If not, you’ll end up drifting in your approach from interview to interview, which will result in inconsistent, unusable data.

2. Not having good interview technique

While you’re generally not expected to become you to be an expert interviewer for a dissertation or thesis, it is important to practice good interview technique and develop basic interviewing skills .

Let’s go through some basics that will help the process along.

Firstly, before the interview , make sure you know your interview questions well and have a clear idea of what you want from the interview. Naturally, the specificity of your questions will depend on whether you’re taking a structured, semi-structured or unstructured approach, but you still need a consistent starting point . Ideally, you should develop an interview guide beforehand (more on this later) that details your core question and links these to the research aims, objectives and research questions.

Before you undertake any interviews, it’s a good idea to do a few mock interviews with friends or family members. This will help you get comfortable with the interviewer role, prepare for potentially unexpected answers and give you a good idea of how long the interview will take to conduct. In the interviewing process, you’re likely to encounter two kinds of challenging interviewees ; the two-word respondent and the respondent who meanders and babbles. Therefore, you should prepare yourself for both and come up with a plan to respond to each in a way that will allow the interview to continue productively.

To begin the formal interview , provide the person you are interviewing with an overview of your research. This will help to calm their nerves (and yours) and contextualize the interaction. Ultimately, you want the interviewee to feel comfortable and be willing to be open and honest with you, so it’s useful to start in a more casual, relaxed fashion and allow them to ask any questions they may have. From there, you can ease them into the rest of the questions.

As the interview progresses , avoid asking leading questions (i.e., questions that assume something about the interviewee or their response). Make sure that you speak clearly and slowly , using plain language and being ready to paraphrase questions if the person you are interviewing misunderstands. Be particularly careful with interviewing English second language speakers to ensure that you’re both on the same page.

Engage with the interviewee by listening to them carefully and acknowledging that you are listening to them by smiling or nodding. Show them that you’re interested in what they’re saying and thank them for their openness as appropriate. This will also encourage your interviewee to respond openly.

Need a helping hand?

3. Not securing a suitable location and quality equipment

Where you conduct your interviews and the equipment you use to record them both play an important role in how the process unfolds. Therefore, you need to think carefully about each of these variables before you start interviewing.

Poor location: A bad location can result in the quality of your interviews being compromised, interrupted, or cancelled. If you are conducting physical interviews, you’ll need a location that is quiet, safe, and welcoming . It’s very important that your location of choice is not prone to interruptions (the workplace office is generally problematic, for example) and has suitable facilities (such as water, a bathroom, and snacks).

If you are conducting online interviews , you need to consider a few other factors. Importantly, you need to make sure that both you and your respondent have access to a good, stable internet connection and electricity. Always check before the time that both of you know how to use the relevant software and it’s accessible (sometimes meeting platforms are blocked by workplace policies or firewalls). It’s also good to have alternatives in place (such as WhatsApp, Zoom, or Teams) to cater for these types of issues.

Poor equipment: Using poor-quality recording equipment or using equipment incorrectly means that you will have trouble transcribing, coding, and analyzing your interviews. This can be a major issue , as some of your interview data may go completely to waste if not recorded well. So, make sure that you use good-quality recording equipment and that you know how to use it correctly.

To avoid issues, you should always conduct test recordings before every interview to ensure that you can use the relevant equipment properly. It’s also a good idea to spot check each recording afterwards, just to make sure it was recorded as planned. If your equipment uses batteries, be sure to always carry a spare set.

4. Not having a basic risk management plan

Many possible issues can arise during the interview process. Not planning for these issues can mean that you are left with compromised data that might not be useful to you. Therefore, it’s important to map out some sort of risk management plan ahead of time, considering the potential risks, how you’ll minimize their probability and how you’ll manage them if they materialize.

Common potential issues related to the actual interview include cancellations (people pulling out), delays (such as getting stuck in traffic), language and accent differences (especially in the case of poor internet connections), issues with internet connections and power supply. Other issues can also occur in the interview itself. For example, the interviewee could drift off-topic, or you might encounter an interviewee who does not say much at all.

You can prepare for these potential issues by considering possible worst-case scenarios and preparing a response for each scenario. For instance, it is important to plan a backup date just in case your interviewee cannot make it to the first meeting you scheduled with them. It’s also a good idea to factor in a 30-minute gap between your interviews for the instances where someone might be late, or an interview runs overtime for other reasons. Make sure that you also plan backup questions that could be used to bring a respondent back on topic if they start rambling, or questions to encourage those who are saying too little.

In general, it’s best practice to plan to conduct more interviews than you think you need (this is called oversampling ). Doing so will allow you some room for error if there are interviews that don’t go as planned, or if some interviewees withdraw. If you need 10 interviews, it is a good idea to plan for 15. Likely, a few will cancel , delay, or not produce useful data.

5. Not keeping your golden thread front of mind

We touched on this a little earlier, but it is a key point that should be central to your entire research process. You don’t want to end up with pages and pages of data after conducting your interviews and realize that it is not useful to your research aims . Your research aims, objectives and research questions – i.e., your golden thread – should influence every design decision and should guide the interview process at all times. 

A useful way to avoid this mistake is by developing an interview guide before you begin interviewing your respondents. An interview guide is a document that contains all of your questions with notes on how each of the interview questions is linked to the research question(s) of your study. You can also include your research aims and objectives here for a more comprehensive linkage. 

You can easily create an interview guide by drawing up a table with one column containing your core interview questions . Then add another column with your research questions , another with expectations that you may have in light of the relevant literature and another with backup or follow-up questions . As mentioned, you can also bring in your research aims and objectives to help you connect them all together. If you’d like, you can download a copy of our free interview guide here .

Recap: Qualitative Interview Mistakes

In this post, we’ve discussed 5 common costly mistakes that are easy to make in the process of planning and conducting qualitative interviews.

To recap, these include:

If you have any questions about these interviewing mistakes, drop a comment below. Alternatively, if you’re interested in getting 1-on-1 help with your thesis or dissertation , check out our dissertation coaching service or book a free initial consultation with one of our friendly Grad Coaches.

Psst... there’s more!

This post was based on one of our popular Research Bootcamps . If you're working on a research project, you'll definitely want to check this out ...

You Might Also Like:

Submit a Comment Cancel reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• Print Friendly

The Best PhD and Masters Consulting Company

Best Way To Include An Interview In A Dissertation​

In relation to interviews, using quotes from interviews, mentioning the interviewee’s name.

• Is it okay if you mention the name? Before including the interviewee’s name in a dissertation, you should ask yourself this question. Determine if the name may be mentioned in consultation with the interviewee. In some cases, the interviewee does not wish to be interviewed. This could be the case if you’ve had an interview with an employee and the employee doesn’t want his or her employer to be able to read the answers since it might jeopardize their working relationship. Another scenario in which this can happen is when the interviewer asks really intimate questions.
• Is it necessary to mention the name? The second consideration is whether or not it is necessary to mention the name. Is there anything it adds to your research? The name of the interviewee is less significant when the interviewee is an unknown individual you encountered on the street. However, if you’ve spoken with the CEO of a significant corporation, it’s important to include his or her name. In the second situation, include a brief introduction so that the dissertation reader understands who this individual is right away.

Leave a Comment Cancel Reply

Your email address will not be published. Required fields are marked *

Save my name, email, and website in this browser for the next time I comment.

• UNC Libraries
• HSL Subject Research
• Qualitative Research Resources
• Presenting Qualitative Research

Qualitative Research Resources: Presenting Qualitative Research

Created by health science librarians.

• What is Qualitative Research?
• Qualitative Research Basics
• Special Topics
• Training Opportunities: UNC & Beyond
• Help at UNC
• Qualitative Software for Coding/Analysis
• Software for Audio, Video, Online Surveys
• Finding Qualitative Studies
• Assessing Qualitative Research
• Writing Up Your Research
• Integrating Qualitative Research into Systematic Reviews
• Publishing Qualitative Research

Presenting Qualitative Research, with a focus on posters

• Qualitative & Libraries: a few gems
• Data Repositories

Example posters

• The Meaning of Work for People with MS: a Qualitative Study A good example with quotes
• Fostering Empathy through Design Thinking Among Fourth Graders in Trinidad and Tobago Includes quotes, photos, diagrams, and other artifacts from qualitative study
• Examining the Use and Perception of Harm of JUULs by College Students: A Qualitative Study Another interesting example to consider
• NLM Informationist Supplement Grant: Daring to Dive into Documentation to Determine Impact An example from the Carolina Digital Repository discussed in a class more... less... Allegri, F., Hayes, B., & Renner, B. (2017). NLM Informationist Supplement Grant: Daring to Dive into Documentation to Determine Impact. https://doi.org/10.17615/bk34-p037
• Qualitative Posters in F1000 Research Archive (filtered on "qualitative" in title) Sample qualitative posters
• Qualitative Posters in F1000 Research Archive (filtered on "qualitative" in keywords) Sample qualitative posters

Michelle A. Krieger Blog (example, posts follow an APA convention poster experience with qualitative posters):

• Qualitative Data and Research Posters I
• Qualitative Data and Research Posters II

"Oldies but goodies":

• How to Visualize Qualitative Data: Ann K. Emery, September 25, 2014 Data Visualization / Chart Choosing, Color-Coding by Category, Diagrams, Icons, Photographs, Qualitative, Text, Timelines, Word Clouds more... less... Getting a little older, and a commercial site, but with some good ideas to get you think.
• Russell, C. K., Gregory, D. M., & Gates, M. F. (1996). Aesthetics and Substance in Qualitative Research Posters. Qualitative Health Research, 6(4), 542–552. Older article with much good information. Poster materials section less applicable.Link is for UNC-Chapel Hill affiliated users.

Additional resources

• CDC Coffee Break: Considerations for Presenting Qualitative Data (Mark D. Rivera, March 13, 2018) PDF download of slide presentation. Display formats section begins on slide 10.
• Print Book (Davis Library): Miles, M. B., Huberman, A. M., & Saldaña, J. (2014). Qualitative data analysis: A methods sourcebook, 3rd edition From Paul Mihas, Assistant Director of Education and Qualitative Research at the Odum Institute for Research in Social Science at UNC: Qualitative Data Analysis: A Methods Sourcebook (4th ed.) by Miles, Huberman, and Saldana has a section on Displaying the Data (and a chapter on Designing Matrix, Network, and Graphic Displays) that can help students consider numerous options for visually synthesizing data and findings. Many of the suggestions can be applied to designing posters (April 15, 2021).
• << Previous: Publishing Qualitative Research
• Next: Qualitative & Libraries: a few gems >>
• Last Updated: Apr 10, 2024 12:50 PM
• URL: https://guides.lib.unc.edu/qual

Search & Find

• E-Research by Discipline
• More Search & Find

Places & Spaces

• Places to Study
• Book a Study Room
• Printers, Scanners, & Computers
• More Places & Spaces
• Borrowing & Circulation
• Request a Title for Purchase
• Schedule Instruction Session
• More Services

Support & Guides

• Course Reserves
• Research Guides
• Citing & Writing
• More Support & Guides
• Mission Statement
• Diversity Statement
• Staff Directory
• Job Opportunities
• Give to the Libraries
• News & Exhibits
• Reckoning Initiative
• More About Us

• Search This Site
• Privacy Policy
• Accessibility
• Give Us Your Feedback
• 208 Raleigh Street CB #3916
• Chapel Hill, NC 27515-8890
• 919-962-1053

How to Analyze Interview Transcripts in Qualitative Research

Rev › Blog › Transcription Blog › How to Analyze Interview Transcripts in Qualitative Research

Studies take time, accuracy, and a drive to provide excellent information, and qualitative research is a critical part of any successful study. You may be wondering how qualitative data adds to a paper or report, given that it’s not the hard “science” we often see highlighted the most often.

How Do You Analyze Qualitative Interviews?

There are two main approaches to qualitative analysis: inductive and deductive . What’s more, there are two types of inductive qualitative analysis to choose from. These are called thematic content analysis and narrative analysis, both of which call for an unstructured approach to research.

Inductive Methods of Analyzing Interview Transcripts

A thematic content analysis begins with weeding out biases and establishing your overarching impressions of the data. Rather than approaching your data with a predetermined framework, identify common themes as you search the materials organically. Your goal is to find common patterns across the data set.

A narrative analysis involves making sense of your interview respondents’ individual stories. Use this type of qualitative data analysis to highlight important aspects of their stories that will best resonate with your readers. And, highlight critical points you have found in other areas of your research.

Deductive Approach to Qualitative Analysis

Deductive analysis , on the other hand, requires a structured or predetermined approach. In this case, the researcher will build categories in advance of their analysis. Then, they’ll map connections in the data to those specific categories.

Each of these qualitative analysis methods lends its benefits to the research effort. Inductive analyses will produce more nuanced findings. Meanwhile, deductive analyses allow the researcher to point to key themes essential to their research.

Successful qualitative research hinges on the accuracy of your data. This can be harder to achieve than with quantitative research. It’s easy to lose important facts and meaning as you transition qualitative data from the source to your published content. This makes transcription a vital tool in maintaining integrity and relaying information in an unbiased way that’s useful for readers and adds appropriate context to the journal or study.

How to Transcribe a Qualitative Interview

Accurate transcription begins early in the interview process, even before you start interviewing. Here are the steps to transcribing a qualitative interview.

1. Collect Feedback for Qualitative Research

There are dozens of ways to gather qualitative data. Recording and accurately transcribing interviews is among the best methods to avoid inaccuracies and data loss, and researchers should consider this approach over simply taking notes firsthand.

Make sure you have a reliable way to record, whether the interview takes place in person, over the phone, or as part of a video call. Depending on the interview method, you may record a video or an audio-only format. Here are some tips depending on where the interview takes place:

• These apps can also be used for over-the-phone interviews.
• For video interviews , we recommend taking advantage of one of our transcription integrations , such as Zoom. Rev also has an API available for those who want to streamline their workflow even further by integrating Rev directly into their processes and platforms.

2. Organize Your Research Recordings

You should ensure that your audio or video files are easy to save, compile, and share. To do this, be sure to adopt easy-to-remember naming conventions as well to ensure they stay organized. An example of a naming convention that is simple to remember and recreate includes “Date.LastNameofSource.Topic”.

3. Transcribe All the Interviews and Focus Group Recordings

The next critical step is transcription. Done manually, this is a long and tedious process that can add hours, days, or even months to your report-writing process. There are dozens of pitfalls when performing transcriptions manually as well, as it can be hard to pick up words spoken in a heavy dialect or quiet tone. You also want to avoid having to transcribe all the “umms” and “ems” that occur when a source is speaking naturally.

Rev provides a variety of transcription services that take the tedium and guesswork out of the research process. You can choose to edit out all of the “umms,” while ensuring that heavy accents or muffled voices are picked up by the recording service.

You can order transcripts from Rev with both audio and video recordings. Once you’ve received your professional transcripts from Rev, you can begin your qualitative analysis.

The 6 Steps of Qualitative Interview Data Analysis

Among qualitative interview data analysis methods, thematic content analysis is perhaps the most common and effective method. It can also be one of the most trustworthy , increasing the traceability and verification of an analysis when done correctly. The following are the six main steps of a successful thematic analysis of your transcripts.

1. Read the Transcripts

By now, you will have accessed your transcript files as digital files in the cloud or have downloaded them to your computer for offline viewing. Start by browsing through your transcripts and making notes of your first impressions. You will be able to identify common themes. This will help you with your final summation of the data.

Next, read through each transcript carefully. Evidence of themes will become stronger, helping you to hone in on important insights.

You must identify bias during this step as well. Biases can appear in the data, among the interviewees, and even within your objectives and methodologies. According to SAGE Publishing , researchers should “acknowledge preconceived notions and actively work to neutralize them” at this early step.

2. Annotate the Transcripts

Annotation is the process of labeling relevant words, phrases, sentences, or sections with codes. These codes help identify important qualitative data types and patterns. Labels can be about actions, activities, concepts, differences, opinions, processes, or whatever you think is relevant.  Annotations will help you organize your data for dissemination .

Be generous with your annotations—don’t hold back. You will have an opportunity to eliminate or consolidate them later. It’s best to do more here, so you don’t have to come back to find more opportunities later.

3. Conceptualize the Data

Conceptualizing qualitative data is the process of aligning data with critical themes you will use in your published content. You will have identified many of these themes during your initial review of the transcripts.

To conceptualize,  create categories and subcategories  by grouping the codes you created during annotation. You may eliminate or combine certain codes rather than using all the codes you created. Keep only the codes you deem relevant to your analysis.

4. Segment the Data

Segmentation is the process of positioning and  connecting your categories . This allows you to establish the bulk of your data cohesively. Start by labeling your categories and then describe the connections between them.

You can use these descriptions to improve your final published content.

• Create a spreadsheet  to easily compile your data.
• Then, use the columns to structure important variables of your data analysis using codes as tools for reference.
• Create a separate tab for the front of the document that contains a coding table. This glossary contains important codes used in the segmentation process. This will help you and others quickly identify what the codes are referring to.

5. Analyze the Segments

You’re now ready to take a  deep dive into your data segments . Start by determining if there is a hierarchy among your categories. Determine if one is more important than the other, or draw a figure to summarize the results. At this stage, you may also want to align qualitative data with any quantitative data you collected.

6. Write the Results

Your analysis of the content is complete—you’re ready to transition your findings into the real body of your content. Use your insights to build and verify theories, answer key questions in your field, and back aims and objectives. Describe your categories and how they are connected using a neutral, objective voice.

Although you will pull heavily from your own research, be sure to publish content in the context of your field. Interpret your results in light of relevant studies, theories, and concepts related to your study.

Why Use Interviews for Qualitative Data

Unlike quantitative data, which is certainly important, a qualitative analysis adds color to academic and business reports. It offers perspective and can make a report more readable, add context, and inspire thoughtful discussion beyond the report.

As we’ve observed, transcribing qualitative interviews is crucial to getting less measurable data from direct sources. They allow researchers to provide relatable stories and perspectives and even quote important contributors directly. Lots of qualitative data from interviews enables authors to avoid embellishment and maintain the integrity of their content as well.

So, how do you conduct interview data analysis on qualitative data to pull key insights and strengthen your reports? Transcribing interviews is one of the most useful tools available for this task.

As a researcher, you need to make the most of recorded interviews . Interview transcripts allow you to use the best qualitative analysis methods. Plus, you can focus only on tasks that add value to your research effort.

Transcription is Essential to Qualitative Research Analysis

Qualitative data is often elusive to researchers. Transcripts allow you to capture original, nuanced responses from your respondents. You get their response naturally using their own words—not a summarized version in your notes.

You can also go back to the original transcript at any time to see what was said as you gain new context. The editable digital transcript files are incredibly easy to work with, saving you time and giving you speaker tags, time marks, and other tools to ensure you can find what you need within a transcript quickly.

When creating a report, accuracy matters, but efficiency matters, as well. Rev offers a seamless way of doing the transcription for you, saving you time and allowing you to focus on high-quality work instead. Consider Rev as your transcription service provider for qualitative research analysis — try Rev’s AI or Human Transcription services today.

Everybody’s Favorite Speech-to-Text Blog

We combine AI and a huge community of freelancers to make speech-to-text greatness every day. Wanna hear more about it?

Want to create or adapt books like this? Learn more about how Pressbooks supports open publishing practices.

Chapter 10: Qualitative Data Collection & Analysis Methods

10.5 Analysis of Qualitative Interview Data

Analysis of qualitative interview data typically begins with a set of transcripts of the interviews conducted. Obtaining said transcripts requires either having taken exceptionally good notes during an interview or, preferably, recorded the interview and then transcribed it. To transcribe an interview means to create a complete, written copy of the recorded interview by playing the recording back and typing in each word that is spoken on the recording, noting who spoke which words. In general, it is best to aim for a verbatim transcription, i.e., one that reports word for word exactly what was said in the recorded interview. If possible, it is also best to include nonverbal responses in the written transcription of an interview (if the interview is completed face-to-face, or some other form of visual contact is maintained, such as with Skype). Gestures made by respondents should be noted, as should the tone of voice and notes about when, where, and how spoken words may have been emphasized by respondents.

If you have the time, it is best to transcribe your interviews yourself. If the researcher who conducted the interviews transcribes them herself, that person will also be able to record associated nonverbal behaviors and interactions that may be relevant to analysis but that could not be picked up by audio recording. Interviewees may roll their eyes, wipe tears from their face, and even make obscene gestures that speak volumes about their feelings; however, such non-verbal gestures cannot be recorded, and being able to remember and record in writing these details as it relates to the transcribing of interviews is invaluable.

Overall, the goal of analysis is to reach some inferences, lessons, or conclusions by condensing large amounts of data into relatively smaller, more manageable bits of understandable information. Analysis of qualitative interview data often works inductively (Glaser & Strauss, 1967; Patton, 2001). To move from the specific observations an interviewer collects to identifying patterns across those observations, qualitative interviewers will often begin by reading through transcripts of their interviews and trying to identify codes. A code is a shorthand representation of some more complex set of issues or ideas. The process of identifying codes in one’s qualitative data is often referred to as coding . Coding involves identifying themes across interview data by reading and re-reading (and re-reading again) interview transcripts, until the researcher has a clear idea about what sorts of themes come up across the interviews. Coding helps to achieve the goal of data management and data reduction (Palys & Atchison, 2014, p. 304).

Coding can be inductive or deductive. Deductive coding is the approach used by research analysts who have a well-specified or pre-defined set of interests (Palys & Atchison, 2014, P. 304). The process of deductive coding begins with the analyst utilizing those specific or pre-defined interests to identify “relevant” passages, quotes, images, scenes, etc., to develop a set of preliminary codes (often referred to as descriptive coding ). From there, the analyst elaborates on these preliminary codes, making finer distinctions within each coding category (known as interpretative coding ). Pattern coding is another step an analyst might take as different associations become apparent. For example, if you are studying at-risk behaviours in youth, and you discover that the various behaviours have different characteristics and meanings depending upon the social context (e.g., school, family, work) in which the various behaviours occur, you have identified a pattern (Palys & Atchison, 2014, p. 304).

In contrast, inductive coding begins with the identification of general themes and ideas that emerge as the researcher reads through the data. This process is also referred to as open coding (Palys & Atchison, 2014, p. 305), because it will probably require multiple analyses. As you read through your transcripts, it is likely that you will begin to see some commonalities across the categories or themes that you’ve jotted down (Saylor Academy, 2012). The open coding process can go one of two ways: either the researcher elaborates on a category by making finer, and then even finer distinctions, or the researcher starts with a very specific descriptive category that is subsequently collapsed into another category (Palys & Atchison, 2014, p. 305). In other words, the development and elaboration of codes arise out of the material that is being examined.

The next step for the research analyst is to begin more specific coding, which is known as focused or axial coding . Focused coding involves collapsing or narrowing themes and categories identified in open coding by reading through the notes you made while conducting open coding, identifying themes or categories that seem to be related, and perhaps merging some. Then give each collapsed/merged theme or category a name (or code) and identify passages of data that fit each named category or theme. To identify passages of data that represent your emerging codes, you will need to read through your transcripts several times. You might also write up brief definitions or descriptions of each code. Defining codes is a way of giving meaning to your data, and developing a way to talk about your findings and what your data means (Saylor Academy, 2012).

As tedious and laborious as it might seem to read through hundreds of pages of transcripts multiple times, sometimes getting started with the coding process is actually the hardest part. If you find yourself struggling to identify themes at the open coding stage, ask yourself some questions about your data. The answers should give you a clue about what sorts of themes or categories you are reading (Saylor Academy, 2012). (Lofland and Lofland,1995, p. 2001) identify a set of questions that are useful when coding qualitative data. They suggest asking the following:

• Of what topic, unit, or aspect is this an instance?
• What question about a topic does this item of data suggest?
• What sort of answer to a question about a topic does this item of data suggest (i.e., what proposition is suggested)?

Asking yourself these questions about the passages of data that you are reading can help you begin to identify and name potential themes and categories.

Table 10.3 “ Interview coding” example is drawn from research undertaken by Saylor Academy (Saylor Academy, 2012) where she presents two codes that emerged from her inductive analysis of transcripts from her interviews with child-free adults. Table 10.3 also includes a brief description of each code and a few (of many) interview excerpts from which each code was developed.

Table 10.3 Interview coding

Just as quantitative researchers rely on the assistance of special computer programs designed to help sort through and analyze their data, so, do qualitative researchers. Where quantitative researchers have SPSS and MicroCase (and many others), qualitative researchers have programs such as NVivo ( http://www.qsrinternational.com ) and Atlasti ( http://www.atlasti.com ). These are programs specifically designed to assist qualitative researchers to organize, manage, sort, and analyze large amounts of qualitative data. The programs allow researchers to import interview transcripts contained in an electronic file and then label or code passages, cut and paste passages, search for various words or phrases, and organize complex interrelationships among passages and codes

Research Methods for the Social Sciences: An Introduction Copyright © 2020 by Valerie Sheppard is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License , except where otherwise noted.

Share This Book

• PRO Courses Guides New Tech Help Pro Expert Videos About wikiHow Pro Upgrade Sign In
• EDIT Edit this Article
• EXPLORE Tech Help Pro About Us Random Article Quizzes Request a New Article Community Dashboard This Or That Game Popular Categories Arts and Entertainment Artwork Books Movies Computers and Electronics Computers Phone Skills Technology Hacks Health Men's Health Mental Health Women's Health Relationships Dating Love Relationship Issues Hobbies and Crafts Crafts Drawing Games Education & Communication Communication Skills Personal Development Studying Personal Care and Style Fashion Hair Care Personal Hygiene Youth Personal Care School Stuff Dating All Categories Arts and Entertainment Finance and Business Home and Garden Relationship Quizzes Cars & Other Vehicles Food and Entertaining Personal Care and Style Sports and Fitness Computers and Electronics Health Pets and Animals Travel Education & Communication Hobbies and Crafts Philosophy and Religion Work World Family Life Holidays and Traditions Relationships Youth
• Browse Articles
• Learn Something New
• Quizzes Hot
• This Or That Game New
• Train Your Brain
• Explore More
• Support wikiHow
• About wikiHow
• Log in / Sign up
• Education and Communications

Analyzing Qualitative Interview Data: Step-by-Step Guide

Last Updated: April 13, 2024

This article was co-authored by wikiHow Staff . Our trained team of editors and researchers validate articles for accuracy and comprehensiveness. wikiHow's Content Management Team carefully monitors the work from our editorial staff to ensure that each article is backed by trusted research and meets our high quality standards. This article has been viewed 34,718 times. Learn more...

Interviews are a great source for research projects because they add personal insights and help readers connect to the material. Our guide will show you how to transcribe, categorize, and analyze these interviews to get the most out of them.

Organizing Your Data

• You'll read through the interviews multiple times. Each time, note any new thoughts you have or questions that you need to answer.

• If you recorded the interviews, you'll need to transcribe the recordings, too.
• Transcription might seem tedious, but it's a great way to further immerse yourself in the data.
• You can also choose to use transcription software instead. You can use software to use fonts as indicators and also include features such as time stamps.

• Your social situation
• Your economic situation
• Your personal characteristics

• For example, you might want to use the interviews with teachers as your main focus. Alternatively, you might highlight the voices of parents.

• Some pros of software include finding different methods of categorization, the ability to share your data with other researchers, and it also allows you to better manage large data sets.
• Before purchasing software, read online reviews of different products. Make sure that it will do what you need it to do. For instance, if you want it to transcribe your data set, make sure that it has a transcription function.
• You can also talk to co-workers, professors, or other researchers about which software they like to use.
• One drawback to using software is that you might not familiarize yourself with the data as much if you rely on software. It's really a personal choice.

• For example, you might note that red font indicates interviews with teachers.

• For example, in your interviews about the public school system, you could create a category of data and give it the code “classroom experience”.
• You could also give codes such as “elementary school” and “high school”. Your codes can be really simple! The idea is for them to be very user-friendly to you.

Using Thematic Analysis of the Interviews

• You might notice that parents of high school students are very focused on graduation rates. That might be another theme that you highlight.

• Keep arranging your data until you have a set of themes that support your argument. You want the interviews to satisfactorily answer your research question.

• For example, instead of simply “assessment”, you might describe that theme as “innovations in measuring student success”.

• If you are giving an oral presentation, make visual aids such as a PowerPoint presentation. This will help your audience engage with the material.
• It can be really useful to use video clips of the interviews. Just make sure you have secured the participant's permission!

Choosing Narrative Analysis

• For example, you might go through the minutes of recent school board meetings. You could also look at photos of various classrooms around the city.

• Also make note if you think any of the sources aren't credible or if you think you need to verify the information elsewhere.
• Begin grouping related data to form stories. For example, group all of the material related to school counselors in one group. Ask yourself what type of story the data tells.

• Do any necessary additional resource. For example, you might want to conduct some follow-up interviews.

• Typically, instead of including a lot of hard data, you'll focus on the more personal aspects of the interview. For example, your story might center on students who struggled to make the transition to high school and what sort of challenges they faced.

Expert Q&A

• Don't be afraid to switch approaches. You might start out with a thematic approach and decide that a narrative approach would better suit your themes. Thanks Helpful 0 Not Helpful 0
• Spend a lot of time working with your data. The more familiar you are with your interviews, the more clearly you'll see themes. Thanks Helpful 0 Not Helpful 0

You Might Also Like

• ↑ https://cirt.gcu.edu/research/develop/research_ready/qualitative/7
• ↑ Jeremiah Kaplan. Research & Training Specialist. Expert Interview. 2 September 2021.
• ↑ https://www.bumc.bu.edu/crro/files/2010/07/Hesse-Bieber-4-10.pdf
• ↑ https://www.interaction-design.org/literature/article/how-to-do-a-thematic-analysis-of-user-interviews

About This Article

• Send fan mail to authors

Did this article help you?

Featured Articles

Trending Articles

Watch Articles

• Terms of Use
• Privacy Policy
• Do Not Sell or Share My Info
• Not Selling Info

Don’t miss out! Sign up for

wikiHow’s newsletter

Online Plagiarism Checker for Academic Assignments

Start Plagiarism Check

Editing & Proofreading for your Academic Assignments

Get it proofread now

Free Express Delivery to All Places in Canada

Configure binding now

• Academic essay overview
• The writing process
• Structuring academic essays
• Types of academic essays
• Academic writing overview
• Sentence structure
• Academic writing process
• Improving your academic writing
• Titles and headings
• APA style overview
• APA citation & referencing
• APA structure & sections
• Citation & referencing
• Structure and sections
• APA examples overview
• Commonly used citations
• Other examples
• British English vs. American English
• Chicago style overview
• Chicago citation & referencing
• Chicago structure & sections
• Chicago style examples
• Citing sources overview
• Citation format
• Citation examples
• College essay overview
• Application
• How to write a college essay
• Types of college essays
• Commonly confused words
• Definitions
• Dissertation overview
• Dissertation structure & sections
• Dissertation writing process
• Graduate school overview
• Application & admission
• Study abroad
• Harvard referencing overview
• Language rules overview
• Grammatical rules & structures
• Parts of speech
• Punctuation
• Methodology overview
• Analyzing data
• Experiments
• Observations
• Inductive vs. Deductive
• Qualitative vs. Quantitative
• Types of validity
• Types of reliability
• Sampling methods
• Theories & Concepts
• Types of research studies
• Types of variables
• MLA style overview
• MLA examples
• MLA citation & referencing
• MLA structure & sections
• Plagiarism overview
• Plagiarism checker
• Types of plagiarism
• Printing production overview
• Research bias overview
• Types of research bias
• Research paper structure & sections
• Types of research papers
• Research process overview
• Problem statement
• Research proposal
• Research topic
• Statistics overview
• Levels of measurment
• Measures of central tendency
• Measures of variability
• Hypothesis testing
• Parameters & test statistics
• Types of distributions
• Correlation
• Effect size
• Hypothesis testing assumptions
• Types of ANOVAs
• Types of chi-square
• Statistical data
• Statistical models
• Spelling mistakes
• Tips overview
• Academic writing tips
• Dissertation tips
• Sources tips
• Working with sources overview
• Evaluating sources
• Finding sources
• Including sources
• Types of sources

Dissertation Interview – A Short Guide With Helpful Tips

How do you like this article cancel reply.

Save my name, email, and website in this browser for the next time I comment.

A dissertation interview is a vital tool in academic research, often serving as a primary source in data collection . These structured, semi-structured, or unstructured dialogues provide detailed and firsthand insights into the research topic, supplementing or extending other research methods. The design, execution, and analysis of dissertation interviews require careful planning and a clear understanding of the research question to ensure they contribute effectively to the overarching thesis. This guide aims to guide students with helpful tips for dissertation interviews.

Inhaltsverzeichnis

• 1 Dissertation Interview – In a Nutshell
• 2 Definition: Dissertation interview
• 3 Including a dissertation interview
• 4 Referring to a dissertation interview
• 5 Quoting a dissertation interview
• 6 Using the name of the interviewee from the dissertation interview

Dissertation Interview – In a Nutshell

• Transcribe the interview accurately for inclusion in the dissertation.
• Situations in which you cannot include a dissertation interview transcript in your appendix.
• How to quote a dissertation interview in your dissertation
• What to consider when using the name of the interviewee.

Definition: Dissertation interview

A dissertation interview is a method of primary data collection used in academic research, typically undertaken for a dissertation or thesis. It can be in the form of a structured, semi-structured, or unstructured interview between the researcher and the interviewee(s), with the goal of gaining detailed, firsthand insights into the research topic. The interview questions are formulated based on the research objectives, and the responses are used to support or explore the thesis argument in depth. The information derived from such interviews often complements secondary data or may serve as the primary basis for the research findings.

• Closed questions only allow for a limited number of predetermined answers.
• Open questions encourage individuals to contribute details of their thoughts and feelings.

Including a dissertation interview

You have conducted interviews as part of your descriptive study for your dissertation. How do you incorporate them? There is a high possibility you do not know what is anticipated since no one ever told you.

Transcribing interviews is a condition for using them in dissertations. This may be accomplished with the use of transcribing software. The transcripts of the interviews might be included as an appendix. Due to the length of the appendix, it may be necessary to submit it as a separate document after discussing your dissertation interview with your supervisor. It is essential to have proof that interviews were conducted.

Referring to a dissertation interview

Include the transcripts of the interviews in an appendix, and then refer to them throughout your dissertation via paraphrasing. This is how paraphrasing works:

• Interviewee A claims that (Appendix 1).
• Through conversation with B, it became apparent that (Appendix 1)

There may be cases when you cannot include a dissertation interview transcript in your appendix. If we cannot make any references to the interview, it may be cited in the following way if you are using the APA format .

• Person A claims that (Individual conversation, December 24th, 2012).

Quoting a dissertation interview

You must use quotation marks if you take someone else’s statements in a dissertation interview. Finding fascinating quotations will be much simpler if you understand how to pull useful data out of the individual during the dissertation interview. It’s important to maintain professionalism throughout the dissertation interview.

Using the name of the interviewee from the dissertation interview

Do not copy down the interviewee’s name without considering these two things:

If the identity is important to the study and you have obtained the interviewee’s consent to use it, then you can go ahead. You may use a description instead if you are not authorized to use the name.

How is an interview included in a dissertation?

Use a transitional phrase like “according to” or another reference when introducing your interview in the piece. Likewise, tailor your responses to the particular dissertation interview format you are using. Doing so will give your paper a more credible and convincing character.

Is there a certain number of questions posed in a dissertation interview?

Use two or three queries to get started. Research may become overwhelming in scope if excessive questions are asked. For this reason, you should begin with no more than two or three research topics, but some studies may have more.

When writing a dissertation, how long should an interview last?

They normally take 30 minutes to a few hours to complete and are only done once. It’s common practice in many fields to conduct interviews to gather information.

How likely is it that a dissertation interview will be turned down?

The truth is that defending a dissertation is tough and that some students have theirs turned down. All the academics showing you the ropes on how to write a dissertation that will get you accepted have been rejected at some time in their careers.

We use cookies on our website. Some of them are essential, while others help us to improve this website and your experience.

• External Media

Individual Privacy Preferences

Cookie Details Privacy Policy Imprint

Here you will find an overview of all cookies used. You can give your consent to whole categories or display further information and select certain cookies.

Accept all Save

Essential cookies enable basic functions and are necessary for the proper function of the website.

Show Cookie Information Hide Cookie Information

Statistics cookies collect information anonymously. This information helps us to understand how our visitors use our website.

Content from video platforms and social media platforms is blocked by default. If External Media cookies are accepted, access to those contents no longer requires manual consent.

Privacy Policy Imprint

We Trust in Human Precision

20,000+ Professional Language Experts Ready to Help. Expertise in a variety of Niches.

• API Pricing
• Cost estimate
• Customer loyalty program
• Educational Discount
• Non-Profit Discount
• Green Initiative Discount1

Value-Driven Pricing

Unmatched expertise at affordable rates tailored for your needs. Our services empower you to boost your productivity.

• Special Discounts
• Enterprise transcription solutions
• Enterprise translation solutions
• Transcription/Caption API
• AI Transcription Proofreading API

Trusted by Global Leaders

GoTranscript is the chosen service for top media organizations, universities, and Fortune 50 companies.

• API solutions

GoTranscript

One of the Largest Online Transcription and Translation Agencies in the World. Founded in 2005.

6 Easy Steps in Learning How to Analyze Interview Data in Qualitative Studies

It’s understandable if you find qualitative data analysis quite challenging. Unlike quantitative methodologies, qualitative data analysis doesn’t follow a systematic, rigid, and formulaic process. Once you decide to analyze interview transcripts in qualitative research, the work is slightly more intuitive than tangible.

We won’t sugarcoat things and say that qualitative analysis is an easy task. However, there are practical steps you can take to avoid turning the entire process into something chaotic. In most cases, you’ll start by having accurate interview transcripts that you need to read over and over again. 

This article will guide teach you how to  transcribe and analyze interview data  for qualitative research.

Why It’s Important to Analyze Interview Data in Qualitative Research

Quantitative data may offer rigor to your research. However, it is qualitative analysis that will add color to your business or academic report. By taking this approach, you can add context to your data and make it more readable. It will inspire a more meaningful discussion that goes beyond the hard numbers in your report.

Most of the time, interviews allow you to acquire subjective data from direct sources. As a researcher, you’ll get relatable perspectives and stories. You can also get important quotes from subject matter experts. Interviews provide qualitative data that strengthens the integrity and eliminates embellishment in their research.

Now, how do you acquire the information you need for qualitative data? Well, transcribing interviews provides you with the best resources for qualitative analysis. You can add life to your research by interviewing the following sources:

• Business leaders
• Scientists and investors
• Trial or study participants
• Journal and research authors

You can include sources that may contribute to the quality of the research. Now, whenever you conduct an interview, you should use the right methods to ensure you’ll get the information you need. You must maximize your recorded interviews by transcribing them accurately. 

How to Get an Accurate Qualitative Interview Transcript

It’s more challenging to get the information you need in a qualitative interview. However, by taking a systematic approach, it will be easier for you to gather the data you need. Here are some steps to follow:

1. Gather Qualitative Data

Qualitative data can be collected through various means. For one, you can record the interview and take advantage of legal-grade transcription services. Taking this approach will help you avoid data loss and inaccuracies. This method is ideal for focus group discussions and customer interviews. With this process, respondents can be more open in answering the questions.

You may have above-average note-taking skills, but that’s usually unreliable in qualitative research. Whether you’re conducting the interview over the phone, on a video conference call, or in person, you can collect accurate data by recording the conversation. You can either record the interview in an audio-only or video format.

2. Compile Your Interview Recordings Neatly

Your interview video or audio files should be easy to find, identify, and share. Use file-naming conventions that are easy to recall and organize. Ideally, you must include the date of the interview, the source’s last name, and the discussion topic. 

No matter what file naming convention you choose, you need to be consistent in the format. This way, it’s easier for you to find the necessary files later when you analyze interview data.

3. Transcribe the Focus Group and Interview Recordings

The next step is to transcribe the recordings. Now, there are plenty of tools online that can automate the process. However, remember that you are working on qualitative research, and you need an accurate transcription.

So, your best bet here is to use 100% human-generated transcription services. GoTranscript offers verbatim results, allowing you to get legal-level accuracy for your qualitative interview recordings. If you’re following tight deadlines, you can opt for a rush order. This way, you’ll get your files within your requested turnaround time and begin your qualitative analysis.

What Are the Methods Used to Analyze Interview Data in Qualitative Research?

When it comes to qualitative data analysis, you can choose from two primary approaches – inductive and deductive. If you opt for the former, you can take an unstructured approach to your research by conducting narrative or thematic content analysis.

Inductive Method for Analyzing Qualitative Interview Transcripts

• Thematic content analysis – This method starts by identifying your overarching impressions of the information and weeding out biases. Instead of establishing a framework for approaching the data, you search the materials organically and look for common themes. You aim to discover the recurring patterns across the data set.
• Narrative content analysis – This method requires you to make sense of the individual stories of your interview respondents. It is the ideal approach for identifying important aspects of the data that resonate well with your readers. 

Deductive Method for Analyzing Qualitative Interview Transcripts

Deductive data analysis is a more systematic or structured approach. Before you begin to analyze interview data, you need to develop categories. During the process, you’ll connect information from the data to those pre-determined categories.

Both approaches to data analysis bring benefits to your research. If you want more nuanced findings, the inductive method is the ideal option. Now, if you want to point to key themes that are crucial to your research, opt for deductive analysis.

6 Practical Steps in Performing Qualitative Analysis of Interview Transcripts

Most of the time, researchers opt for thematic content analysis. Many find it to be the most effective and trustworthy method. The approach makes it easier for anyone to verify and trace the findings of the analysis. Here are six practical steps for conducting a thematic analysis of your interview transcripts:

Step 1: Go Through the Transcripts Carefully

At this point, you likely have a digital copy of your transcript files. You may have them stored locally on your computer or in the cloud. Begin by skimming through the transcripts, and along the process, write down your first impressions. This makes to easier to analyze interview data.

Taking this approach will help you identify common patterns in the data. Your quick notes will also be instrumental in helping you come up with a final summation of the data.

Now, you need to read every transcript carefully. After multiple run-throughs, the common themes will become more visible. As a result, you will be able to come up with crucial and significant insights. 

During this process, you should also identify biases. Even within your methodologies and objectives, biases will surface in the data and among the interviewees.  Sage Publishing  recommends that as early as this step, you should actively neutralize the preconceived notions you identify. This way, you can take an objective approach when you begin to analyze interview data.

Step 2: Begin Annotating the Transcripts

Once you get to this step, you need to label the key phrases, terms, sentences, or section codes on the transcript. Annotating your transcripts allows you to identify important qualitative data patterns and types. 

The labels can highlight the varying interviewee opinions, concepts, and data differences. This process makes it easier for you to organize your data set for dissemination. As a result, you’re cutting down the time it takes to analyze interview data.

Step 3: Align the Data with Important Themes

This step requires you to conceptualize the qualitative data by aligning it with important themes for your final content. At this phase, you will have identified the common patterns from the initial transcript reviews.

When conceptualizing the data, you need to group the codes from the annotation to create categories and subcategories. You can combine or eliminate certain codes instead of using all of them. You should identify and retain the codes that are relevant to your analysis. 

Step 4: Position and Connect Your Categories

Now, you need to segment the data by positioning and connecting your categories. During this step, you will be able to cohesively establish most of your data. You can begin by labeling the categories, and describing how they connect to each other. The descriptions will be instrumental in optimizing your final output. Here are the steps you can take:

• Compile your data conveniently by using a spreadsheet.
• Structure the data’s critical variables by labeling the columns with proper reference codes.
• The document containing the coding table should be on a separate tab. This tab functions as a glossary containing critical codes for the segmentation process. As a result, you can quickly identify what the codes are referring to.

Most researchers prefer doing all these steps electronically for convenience. However, some people prefer having a printed copy so they can highlight segments using pens. In any case, you should save a copy of the transcript files. You can print them out when you need to.

Step 5: Perform a Deep Analysis of the Data Segments

Once you’ve segmented the data, it’s time to perform a deep analysis. You can begin by identifying the categories’ hierarchy. You need to decide if one category is more important than the other. You can also summarize the results by drawing a figure. This stage should also let you align the qualitative data with your quantitative data.

Step 6: Write Your Findings

Once you’ve performed a deep analysis of your data, you’re ready to write the results into a body of content. Establish and verify theories by using your data insights. You can also answer key questions that your field may ask, and don’t forget to adequately support your research goals. Use an objective, neutral voice in describing how your categories connect to each other.

Naturally, you will use your own research and pull insights heavily from it. However, make sure to consider the context of your field when writing your results. Interpret your findings alongside relevant theories, studies, and concepts when you analyze interview data.

Accurate Transcription Is Necessary in Qualitative Research Analysis

Researchers often find qualitative data analysis challenging. As such, it is important to have transcripts that capture the nuanced, unadulterated responses from interviewees. You can get their organic responses because they are using their own words and not the shortened version from your notes.

What’s great about having a transcript is that you can go back to it whenever you gain find new context. However, to ensure a reasonable level of objectivity, you must ensure that your transcript is accurate.

With GoTranscript, you can have a convenient yet efficient way of transcribing your qualitative interviews. You can save time and focus on more important aspects of your research.

• Customer Reviews
• Extended Essays
• IB Internal Assessment
• Theory of Knowledge
• Literature Review
• Dissertations
• Essay Writing
• Research Writing
• Assignment Help
• Capstone Projects
• College Application
• Online Class

How Do You Incorporate an Interview in a Dissertation?

by  Antony W

February 19, 2022

The first step to writing a dissertation is to conduct in-depth research, and one of the ways to get the data for the assignment is to conduct a series of interviews with people who have experience in your field of research. But how do you incorporate an interview in a dissertation?

There’s a high chance your instructor hasn’t touched on this topic yet, and therefore it’s highly likely that you don’t know what they expect to see.

Fortunately, including interviews in your dissertation isn’t difficult at all. In this guide, you’ll learn the right way to include interviews in your thesis or dissertation assignment.

How to Incorporate an Interview in a Dissertation

There are two steps to include an interview in a dissertation paper. You first have to transcribe the interview and then add the written transcript to your document.

Transcribing Your Interview

Transcribing an interview takes time, but it’s the only option you have if you must include an interview in your dissertation. You can use a transcription software to do the work yourself, or hire a transcription service to save time.

To transcribe an interview to include in your dissertation:

• Choose your transcription method
• Determine which transcription software to use
• Transcribe the audio
• Analyze the transcript and then

Here’s a further explanation for these steps for better understanding and more clarity:

Choose Your Transcription Method

There are three forms of transcription methods, and the one you choose to use depends on what you would like to achieve.

• Verbatim transcription: This is where you write every word and expression of emotions of the interview. Note that this transcription method is suitable in the type of research where you’re interested in what someone said and how they said what they said.
• Intelligent verbatim transcription: Here, you write every word you here, but you filter out fillers that don’t add value to the text. Feel free to enhance readability by shortening long paragraphs, fixing broken sentences, and correcting grammar mistakes. By using this method, you assume that you’re not interested in expression of hesitation and emotion because you lose them in the process.
• Edited transcription: This is an edited version of the intelligent verbatim transcript. Here’s where you remove fillers and irrelevance sentences from the transcript to enhance the relevance of the story.

Choose a Transcription Software

Now that you’ve determined your transcription method, it’s the next step is to choose a software solution that you can use to convert speech to text.

While transcribing takes time, developers are working around the clock to develop solutions that can make the process easy.

With the availability of transcription software solutions that work well, you can speed up the transcription process and have your transcript ready within the shortest time possible.

When choosing a transcription software for the interview for your dissertation, it’s important to choose an option that guarantees conversion accuracy.

Therefore, you should consider a transcription software that’s not only easy to use but also accurate when it comes to converting speech to text.

Examples of transcription software that you can use include:

• Happy Scribe: We recommend this software because it features a clean, user-friendly editor. In addition to easily recognizing the speaker, Happy Scribe can omit fillers and correct the use of periods and capitalization. The only problem with it is that it doesn’t insert punctuations except for periods.
• Trint: Trint transcription software has a very simple interface, so it should be easy to figure out. It can ignore music from videos and it has a decent level of speaker recognition. Like Happy Scribe, Trint won’t insert punctuation in the transcript except for periods.
• Transcribe: The Transcribe software is another cheaper solution with great speaker recognition. The best thing about this software is that it even includes punctuation and can places commas where appropriate.

Transcribe the Audio

This should be a no brainer because you’ve already figured out what transcription method you would like to use.

We do like to recommend the edited transcription option because it omits fillers and irrelevant sentences to enhance clarity, relevance, and accuracy.

You may have to alter the transcript if the quality of the audio of the interview wasn’t up to the best standard.

You can also make changes to the transcript if you feel like the conversation would come out well with additional clarification.

Analyze the Transcript

The final step in transcribing an interview for your dissertation is to analyze the transcript using the coding and categorizing technique.

The technique looks at the link between keywords and the answers given to the questions, which is what makes it possible for you to find the connection between the answers that different respondents give.

Adding Your Interview to the Dissertation

Here’s where you take the transcribed version of the interview and add it to the appendix section of your dissertation.

Depending on the length of the interview, the appendix can be small or extremely large.

Shorter interviews won’t make the appendix long, so it’s fine to include it as part of the dissertation assignment.

Longer interviews, on the other hand, can easily make the appendix extremely large.

In such a case, it’s important to consult your supervisor to determine whether it would be fine to submit the appendix as a separate document.

Once you add an interview to the appendix section of your paper, you’re free to refer to them in the body section of the dissertation by paraphrasing.

Note that you will need to quote the interview if you have copied the words of the interviewee word-by-word. You might have to go back to the interview to get some interesting quotes to include in your dissertation.

One last thing you need to consider is the name of the interviewee. First, ask the interviewee if it would be okay to mention their names in your paper. Some people prefer to be anonymous, especially if they’ve shared personal information with you. Second, determine whether adding the name of the interviewee would add value to the dissertation.

About the author 

Antony W is a professional writer and coach at Help for Assessment. He spends countless hours every day researching and writing great content filled with expert advice on how to write engaging essays, research papers, and assignments.