Qualitative Data Analysis 101 Tutorial: 6 Analysis Methods + Examples

Learn about qualitative data analysis (QDA) and the 6 most popular qualitative data analysis methods in this simple tutorial. We explain qualitative content analysis, thematic analysis, discourse analysis, narrative analysis, grounded theory and interpretative phenomenological analysis (IPA) in plain language. Learn about the purpose, strengths and weaknesses of each method and how to choose the right qualitative data analysis method for your dissertation, thesis or research project.
Qualitative Data Analysis Methods 101: Overview
00:00 Introduction
02:03 What is qualitative data?
02:46 Qualitative data vs quantitative data
03:25 Is qualitative analysis easier than quantitative analysis?
04:36 The 6 most popular qualitative data analysis methods
05:17 Qualitative content analysis (content analysis)
07:58 Narrative analysis
10:17 Discourse analysis
13:01 Thematic analysis
14:55 Grounded theory
18:04 Interpretative phenomenological analysis (IPA)
20:37 How to choose the right qualitative analysis method
22:55 Recap
For more information about qualitative data analysis and methods, visit gradcoach.com/qualitative-dat....
KEY RESOURCES:
FREE WEBINAR: Research Methodology Basics - bit.ly/3ObFMCR
ONLINE COURSE: Research Methodology Bootcamp - bit.ly/3NOV2nM
COMPANION POST: Qual Methods 101 - gradcoach.com/qualitative-dat...
1-ON-1 COACHING: Free Consultation - bit.ly/3OmgoKR
ADDITIONAL RESOURCES:
Qualitative coding - gradcoach.com/qualitative-dat...
Thematic analysis - gradcoach.com/thematic-analys...
Content analysis - gradcoach.com/qualitative-con...
Discourse analysis - gradcoach.com/discourse-analy...
Narrative analysis - gradcoach.com/narrative-analy...
Writing up qualitative results - gradcoach.com/qualitative-res...
The Grad Coach blog - gradcoach.com/blog/
If you have any questions about qualitative data analysis, leave a comment below. Also, leave a comment if you’d like to request a video about a specific analysis method.
For 1-on-1 private help with your qualitative data analysis, check out our coaching services at gradcoach.com.
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[@zainabalmatar7302]

I love how clear she speaks. I am an international student and I need such as this video. Thanks Emma!!!

[@GradCoach]

Glad it was helpful!

[@user-co2ic5ng5y]

Same situation, this video is quite HELPFUL！

[@londekamasinga7373]

Out of all the videos I’ve watched regarding to QDA, this video was by far the most descriptive. Thank you so much for such content and how you take your time explaining. I look forward to watching more videos.

[@GradCoach]

Glad it was helpful!

[@leduydat7098]

You help a beginner like me choose the right analysis method. It's clear and informative for me. Thanks Emma!

[@GradCoach]

You're welcome :)

[@strawberrycloud824]

I watched this at 1.25x speed. You're welcome :)

[@ashnas7897]

me tooo ✌

[@joehurst1453]

Rookie speed. Try 2x

[@naturaljoe759]

I had to go 1.5x. She talks way too slow for this type and length of video.

[@cecelgarnica8549]

@@joehurst1453 nnnnñnjjnnbvc n p ty upside-down

[@HASSANALI-ow4jn]

Me too!

[@smartxalex5719]

I'm a quantitative researcher who has found himself having to take a course in qualitative research. The level of subjectivity I associate with qualitative research makes it difficult for me to absorb a lot of the principles of qualitative methods but you've done a very good job making it digestible. Thank you.

[@GradCoach]

Thanks for the feedback :)

[@bachraali3711]

please i need to clarify things as I am doing research. I m stuck in which method to analyze my data

[@fwarejoyner]

@@GradCoach mm

[@kabband]

Well this was uploaded at pretty much the perfect time! Thank You Emma and Grad Coach!!!

[@seemajaiswal7500]

Can't thank you enough Emma! Nobody could make me understand so easily. Each single video on this channel is immensely helpful. 🙏

[@GradCoach]

Glad you like them!

[@Cuchulainn42]

Very well laid out and organized, Emma spoke clearly and was easy to follow. Thank-you.

[@aguspaulsetiawankaban404]

This is one time in my life, I see none click, unlike button! Thank you for the great video!

[@GradCoach]

FREE WEBINAR: Research Methodology Basics - bit.ly/3ObFMCR FREE EXPLAINER: How To Write Up Qualitative Results - bit.ly/43iOm76 ONLINE COURSE: Research Methodology Bootcamp - bit.ly/3NOV2nM 1-ON-1 COACHING: Free Consultation - bit.ly/3OmgoKR

[@ronti2492]

Really excellent delivery and presentation Emma. No one 'ad libs' a quality presentation like that. I am sure quite a few hours of rehearsal went into your presentation, and it shows- well done!

[@GradCoach]

Glad you enjoyed it! Yeah, we put a lot of work into planning the content and structure of these videos :)

[@charleneroses]

Excellent job on the video presentation; I'm so new to academic research, and this video helps me understand what to do for my methodology chapter. Thanks Emma!

[@DavidWilson-im6mz]

I have been really struggling with thematic analysis, coding, and different data types. These videos are great

[@abumoe]

Thank you. Thank you. This is a very helpful guide in writing qualitative analysis. I was writing my thesis in wrong analysis method till I found this on last minutes. You are live saver...thanks

[@NASAKYCHAIRMAN]

This video is one of my homework assignments in my doctoral program. Definitely enjoyed the video'!!!

[@GradCoach]

Glad it was helpful!

[@ichsanichsan9987]

Thank you ema, what a clear speaks and simple explaination you have given to us! 👍👍👍

[@adamaruthsesay9295]

It's my first time dipping into Qualitative data analysis and I love it Thank you ma

[@chalachewandargie368]

I love the way you presented; simple and straight forward.

[@GradCoach]

Thanks!

[@adanemedhanit2851]

Thank you very much for your invaluable support.

[@frederikakleinert3279]

I found the information very useful, and enriching, as international PhD student. Thank you

[@jessieporquedo1291]

I watched this for our qualitative study, thank you so much

[@Yohannes68]

I watched it and it provided me a lot of information regarding th3 QDA. THANKS

[@temesgenoljira427]

Grad Coach. Your humorous approach of presentation make me the concept clear for me. Thank you. Thank you!

[@GradCoach]

You're very welcome!

[@johng5295]

Emma, thanks in a million! Very well explained. This is the nth time that I am watching this again. Great content. Awesome. I couldn't find this explanation--simply put anywhere else. “Great teachers are hard to find”. Grade: A++ 💥

[@GradCoach]

Thanks for the kind words :)

[@eokaila]

Thank you very much. Just what I needed, and nothing more.

[@kelzangphuntsho1071]

I wish you taught my research subject. It's too good to miss out on these videos. Thanks a lot, EMMA!

[@etsehywetgedlu9989]

Thank you so much for the clear explanations. It would be great if you can do part on QCA as well.

[@sumonroy943]

Your explanation is very specific, easily understandable and meaningful. Thank you for your very rich tutorials, it was very helpful for me.

[@pedrojayectin9662]

Thank you very much for the comprehensive lectures about QDA's Big Six.

[@GradCoach]

Glad it was helpful!

[@MonjiGhanem]

Very helpful video. The way you explain the concepts is greaaat! Thanks

[@GradCoach]

Glad to hear that

[@waheedakhan4734]

Valuable information Emma. If only I knew this when I started my Masters.

[@HK-mi9yg]

This is helping so much along with your other videos. Thank you! 🙏

[@abebearka6205]

I am from wolaita sodo university, Ethiopia & useful video for beginners. Excellent lecturer er & 10Q! so much for your clear explanations.

[@GradCoach]

Thanks, great to hear that

[@aliwhyteja]

I find this videos easily understandable. Well presented. Thank you!!!

[@GradCoach]

You're very welcome!

[@parinayamjal5768]

Wonderful explanation by Emma!!

[@syanda100]

For two to three minutes, I listened to you telling us what you will do. We in the world of speed, we need you to get to it quick

[@AkmadAndil]

I thoroughly understand the use of 6 methods of qualitative analysis.

[@SuperNurti]

One of my fav channel for research insights. Thanks Emma

[@GradCoach]

So glad!

[@ukrainesupport8013]

well put together and delivered. Thanks

[@KC-10]

Emma, THANK YOU! You have been really helpful

[@ivymartha4908]

i really love how you teach, i even smile while watching

[@aftabhussain5858]

clearly explain in a simple way.God bless you people for serving research community

[@GradCoach]

It's my pleasure

[@maramemad1223]

very good way and speed of delivering the ideas. Thank you so much

[@sls0970]

I’m a student nurse and just starting out on research. Just doing data analysis now and your explanation of thematic analysis has helped me so much. I’m now going to subscribe to your Channel hoping to get more hints and tips. Thank you so much

[@GradCoach]

Glad it was helpful!

[@adeolaakisanya9175]

What a way to demystify QDA. Very useful for beginners. Thank you, Emma.

[@GradCoach]

You're most welcome :)

[@donjohnson5757]

Really enjoyed this instructional video. In the 1980's I was working on my MBA. Had two occasions to use this type of analysis. One for my small business to develop[ a pricing model. Thanks Don Johnson

[@GradCoach]

Thanks for the kind words, Don.

[@noobmaster-dm7tu]

Miami Vice

[@merceditaalberto7103]

Thank you very for this very clear discussion of the different data analysis methods.

[@GradCoach]

Glad it was helpful!

[@DanielAnsah-zq9ve]

Wow! Knowing how I will go about with analyzing my data was quite tedious but you've made it very simple and easily understandable. Thank you

[@GradCoach]

Glad it was helpful!

[@tausifmulla]

Two reasons I watch Grad Coach videos. First for Emma 🥰 and second for quality content.

[@GradCoach]

Thank you

[@kufrefrank6991]

You are a good coach. You really simply concepts

[@sulaimanmandoh1345]

Your video is really useful as it helped me to have a better understanding of qualitative data analysis. I will watch it again, again and again.

[@GradCoach]

Glad it was helpful!

[@economicsadda]

i want to do something in economics but it is including major part of biological concepts that can't be quantify so finally i reached from where I had started.

[@YourExecCoach]

I found this video super helpful for my MBA dissertation, thank you so much !

[@GradCoach]

Glad it was helpful!

[@OscarMatsiko]

i just like the presenter,very precise with straight clear orientation.

[@GradCoach]

Thanks for the feedback

[@kapcholyohighschool3788]

Thanks for the insightful presentation. How do we establish the interface between quantitative analysis and qualitative analysis.

[@shahidhussain1775]

Your explanation is very specific, easily understandable and meaningful.

[@GradCoach]

Thank you

[@anastasiakolyada950]

I wish they had explained it like this at my university =) Many thanks!

[@princeteye113]

Say that again

[@propitaslituanas6088]

Thank you very much Emma i enjoyed listening and watching your video presentation. I learned so many things

[@fadiachenni6904]

Thanks a bunch, u r saving me each time Grad Coach !!!

[@GradCoach]

Glad to hear that!

[@dammikaadhikari4464]

This provides brief description about qualitative data analysis. keep going good work

[@GradCoach]

So nice of you

[@user-pt1ex5nj8y]

This analysis has helped a beginner to be able to understand the various steps in qualitative data analysis. Getting more into it with other studies, i am sure it will go a long way for me to be able to appropriately carve out myself in method selection. thank you

[@GradCoach]

Glad it was helpful!

[@georgekennedy1886]

I thoroughly enjoyed your presentation. It was invaluable. Thanks.

[@GradCoach]

Glad it was helpful!

[@achrafbenfaida9754]

Brilliant way to explain the different methods. I was a little confused but no longer after watching the video. Thanks a lot and keep up the good work 💪

[@GradCoach]

Glad it helped!

[@zahiruddin3858]

It's Marvellous. Thanks, Ema

[@antondoublet5870]

Very clear, it makes it look so easy.

[@Genovia816]

I've been in the data science/IT industry for over 15 years and this is the first I am encountering a name for the methods which is extremely strange because I have used all of them at some point in my career as a IT professional and can give examples of each related to the work I've done. So crazy that even though you have NO theoretical method, you still are following the same methods without realizing it. Just goes to show that you must keep an open mind in everything in life if you want to find real true meaning to life or situations.

[@kalepahpongnaga405]

Thanks Emma for the wonderful explaination. Which method is more appropriate to do research on covid19 experience?

[@pamelareeves7527]

Excellent, easy to comprehend. Also entertaining, loved it!

[@johnboyd1946]

Awesome video. The simplification of an overly complex subject is very helpful to students.

[@GradCoach]

Glad it was helpful!

[@ladannasirudeenozayashi6832]

A quite commendable presentation

[@margarita_suv]

Hi, thank you so much for this useful video! But what is the difference between categories in the content analysis and themes in the thematic analysis?

[@anatoleuwiragiye]

many thanks Emma, you've been my teacher of this subject. Gracias!

[@GradCoach]

You're very welcome!

[@nidiagabrielashalabi-fierr829]

Didn’t realize my liberal arts degree employed LOTS of qualitative research analysis (how many US male politicians who cheat apologize publicly, and public reaction, for example). I can also think of how we studied language as a means of shaping concepts (for example, using words such as “higher” and “lower” classes to create hierarchies of humans in society, the bootstraps myth, etc). Finally, we spoke about mass shooters versus terrorists. Do the words evoke thoughts of specific skin colors, or ethnic or religious identities? We also talked about bias awareness, which was a huge part of my interviews. I did surveys, transcribing, anecdotal interpretation, etc. So cool! All this as part of philosophy, religious studies, and gender studies.

[@tasneemali4970]

Thank you Emma. You are a great tutor . Your voice has such clarity. Excellent service to tertiary students.

[@mamangiri1829]

Thanks from India..simple based explanation.

[@GradCoach]

Most welcome!

[@Alazzam.malek89]

Great video and very deep and informative explanation. THANK YOU :)

[@Gerk141]

Such an enlightening video! Thank you!

[@GradCoach]

You're welcome

[@shaguftaahmad11]

Thank you!

[@intothewildireland5754]

My research questions are these: 1. What is the local communities understanding of environmental issues and nature-based solutions in Limerick City? 2. Are there ways to interpret or create more spaces for the local community to become actively involved with environmental issues through nature-based solutions in Limerick City? The objectives outlined below determine specifically what the researcher will examine. These include: • Create a general understanding of the attitudes of the local community towards environmental issues and nature-based solutions. • Identify the impact that environmental issues have had on the local community. • Determine how the local community want to take action to tackle environmental issues and nature-based solutions in the future. • Look at ways to encourage more innovative nature-based solutions within the local community. • Identify ways in which a Nature Interpretation Centre could enhance engagement with the local community. What would be the best qualitative and quantitative data analysis to use?

[@jannatulnaiym6239]

Wonderful discussion,Thank you Grad Coach from Bangladesh.

[@GradCoach]

You're welcome. Good luck.

[@tesfayewondimagegn8940]

Thank you for your good explanation.

[@NGOCNGUYEN-uz3ce]

Thank you so much. This is a very difficult subject I've ever got in my MBA lesson.

[@GradCoach]

You're welcome

[@sevendaysapart]

Thanks Emma. It's really helpful for me, a beginner in research. Anyway, if I want to analyse assimilation process in a song, which method should I use? I'm afraid I won't choose the right one myself :)

[@stellamenjuamenjua9419]

Thank you Emma!! very helpful

[@GradCoach]

You're so welcome!

[@Blueberry5140]

Fabulous videos, you are a life saver!

[@khaingzinthant4790]

Thank you so very much for this video!

[@GradCoach]

Most welcome

[@princeteye113]

Thanks for the explanation it has really boosted my confidence in writing my upcoming dissertation

[@GradCoach]

You're welcome

[@DrErikaMiley]

This was really helpful thank you!

[@CikguCqin]

Very informative! Tq Emma & Grad coach👏👏👏👍👍

[@GradCoach]

Glad you enjoyed it!

[@jesusgonzales5]

I love your video lectures on qualitative. I learn alot from this.

[@GradCoach]

Happy to hear that!

[@ibrahimumar8702]

What an amazing presentation!

[@GradCoach]

Glad you think so!

[@user-tr9ox4wf9u]

good job i love how she explains it

[@theresaekh9561]

This was amazing!! Thank you

[@ahmadabdi1124]

Great video with detailed explanations. Thank you 😊🎉

[@GradCoach]

You're welcome :)

[@fedhesatadese5801]

I love her explanation. she must be a professional in the field.

[@GradCoach]

Thanks for the feedback.

[@gnatoo6888]

Dear Emma, I've seen so many videos about various analysis used in social sciences, and your video is the most easy to track, your words are pleasant to hear. You are so charismatic, beautiful, enthusiastic and able to explain boring things in a fun way. Thanks and keep going!

[@GradCoach]

You're very welcome!

[@luwanda03]

Thanks...I am looking for a PhD and I have to learn all these things... thank you for that simple and clear explanation.

[@GradCoach]

Glad it was helpful!

[@thementalwellbeingcollege]

Thanks very much for such a clear, succinct but insightful video. This has really helped me in preparation for running my own first Qual study!

[@GradCoach]

Glad it was helpful!

[@samirahatami548]

It was way forward for me. Thanks

[@AshaMarie-AuthenticVoice]

I ❤love these videos. So helpful. Thank you ❤❤❤

[@GradCoach]

You are so welcome!

[@moghira1]

This is more than excellent explanation of such difficult topic. Thanks a lot

[@GradCoach]

You are most welcome