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© 2023 Breaking Binaries Research. All rights reserved.
Professor Katrina Pritchard
&
Dr Helen Williams
School of Management, Swansea University
Summer Sessions
Qualitative Research Support

About us
Advanced
Qualitative
Methods
Leadership
Teaching
UG, PGT &
MBA
Gendered
expectations
as & at
work
Podcast:
Prefer not
to say…
Inequalities
In
Entrepreneurship
Negotiating
Difference
At
Work
Based at
Swansea University
Exploring complex identities
at work
Research funding from
Swansea University
CIPD
ISBE

1. The Coding and Analysis Process
2. What is coding?
• What is a ‘code’?
• Introduction to coding techniques
• Coding exercise 1
• Coding exercise 2
3. What is Analysis
• Overview of different analytic approaches
• Analytic Exercise (Reflexive Thematic Analysis)
• Importance of piloting and trying different approaches out
What To Expect

Break-out discussion:
1. Individually, note down three – five (or more)
challenges you have with coding and analysis?
2. As a group, discuss your common challenges and be
prepared to share these with the room.
The Coding and Analytic Process

Part 1: The Coding and Analytic Process

The Coding and Analysis Process
Transcripts Contribution
Prep &
anonymising
data (i.e.,
textual, visual)
Initial data
review
Initial coding
stages
Codes are
organised
Organised
codes are
grouped into
common
themes
Themes are
organised and
developed
Themes are
written up as
initial
findings
Analysis is
written
up/specific
data further
analysed
Data management, GDPR, security

Before you even begin the analytic stages
of your research, a lot of ‘work’ needs to
take place.
Your analysis is only as good as the data
you collect!
There are many different forms of ‘data’!
We tend to rely on textual data (but there
are many other forms)
Thinking About Your Data

This Photo by Unknown Author is licensed under CC BY-SA-NC
A Useful Baking Analogy
Much like baking a cake, a finished qualitative
analysis is a combination of lots of different
ingredients (data), skills and processes.
The cake is not existent prior to it being baked!
The cake will be different depending on how you
choose to bake it.
Braun & Clarke (2016)

Quick
Overview:
Ordering
Data
• Induction, deduction, and abduction are forms of (logical-ish)
reasoning that are used in every type of research (qualitative and
quantitative alike)
• These forms of thinking are not concepts, nor are they methods or
tools of data analysis, but means of connecting and generating
ideas. They represent the intellectual building blocks of research.
This Photo by Unknown Author is licensed under CC BY-NC

Part 2. Coding Data

Is it a Code or a Theme?
Codes
• An analytic ‘unit’
• Captures narrow observations
or labels specific entities in
your data (people, places,
objects etc.)
• One-dimensional (mostly!)
• Thin on meaning
Themes
• An analytic ‘basket’
• Capture multiple aspects and
facets
• Capture multiple “meanings”
in your data (formed from
codes)
• Help to organise aspects of
data in ways to link to your
research questions

Coding is a critical step in organising
qualitative data
Provides an organised means to
begin engagement with data
Committing to the careful,
systematic analysis of all relevant
reports and observations
Why Code?
This Photo by Unknown Author is licensed under CC BY

• Coding involves systematically reviewing data and searching for aspects
that appear interesting, relevant, provoking – in relation to the (research)
question – and then writing brief descriptions (codes) next to them.
• Coding provides a foundation for insight because – when done well - it
requires purposeful, critical engagement with the data.
• Coding is a systematic interrogation of the data, identifying “meaning” and
patterns across the dataset (this is often seen a means of achieving rigour).
We must always recognise the role and subjectivity of the analyst!
What is Coding?

Key question:
Does this person take the time to get to know and understand others in order to
build relationships with a broad range of people?
Deductive Coding

What is coding inductively?
Descriptive
Coding
• features, types, tropes, stylistic/linguistic
features, juxtapositions/tensions, etc.
Organising
Descriptive
Codes
• Labels/topics/types of
material
Connecting
Codes to
Research
• Grouping codes around
common meanings
Creating
Substantive
Codes

• In (truly) inductive research often your coding is done
around a central organising concept
• Often this is framed by your research question
• You are not coding to a predefined set of agreed
patterns or indicators (often called a ‘codebook”).
Inductive Coding

Frequency
Repetition
Juxtapositions/tensions/linguistic anomalies
Use of metaphor(s)
Sequences
Absences
Essentially you are looking at:
• 1) What is the individual talking about?
• 2) How is the individual talking about it?
• 3) Why is the individual talking about it in that way?
Starting Off: What to look for?

Take look at Transcript 1.
Now code the data with the following research
question in mind:
How do managers experiences loss at work?
Coding Exercise

Part 3: Data Analysis

The Role of Research Positionality
Realism Relativism
Objectivism Subjectivism
Pragmatism
Critical Realism
Interpretivism
Constructivism
Ontology
Epistemology
Qualitative
Quantitative
Phenomenology

• Discourse/Discursive Approaches
• Narrative Approaches
• Reflexive Thematic Approaches
• Content Approaches*
(often routed in positivist assumptions)
• Thematic Approaches
• Grounded Approaches (supposedly abductive)
• Phenomenological Approaches
Types of Analysis

Stage Process
1 Familiarisation
2 Coding
3 Develop initial themes
4 Further develop and refine themes
5 Refine, define, label (name) themes
6 Writing up your work (tell the story of your participants)
Reflexive Thematic Analysis (Braun & Clarke, 2021)

IPA’s Six-stage Analytic Process
IPA’s six-stage analytic process (Eatough & Smith, 2017; Smith et al., 2022)
Stage Process
1 Read and re-read transcripts to get to know the data
2 Make initial notes to systematically capture observations
3 Develop initial themes for each case
4 Search for connections across initial themes within the case
5 Move to next case
6
Identify connections and patterns across all cases (once above steps completed for each
case)

‘Doing’ Analysis (RTA)

Using free macros to support coding
DOWNLOAD THE MACRO:
Babbage, D. R., & Terry, G. (2023, April
19). Thematic analysis coding
management macro.
https://doi.org/10.17605/OSF.IO/ZA7B6
(ALWAYS CITE THIS IN YOUR WORK)
WATCH OUR VIDEO WITH A STEP BY
STEP GUIDE:
https://wordpress.com/page/breakingbinaries
research.wordpress.com/480
USE TRACK
CHANGES
COMMENTS IN
WORD TO CODE
AND ADD NOTES
TO YOUR DATA
RUN THE MACRO TO CREATE
AN EXCEL SPREADSHEET OF
YOUR CODES AND NOTES

Data triangulation?
Member checking?
Multiple coders may, however, be beneficial in a reflexive
manner (e.g., to sense-check ideas, or to explore multiple
assumptions or interpretations of the data).
If analysis does involve more than one researcher, the approach
should be collaborative and reflexive, aiming to achieve richer
interpretations of meaning, rather than attempting to achieve
consensus of meaning.
Validity, Rigour, and Reliability?

Too many themes (which are focused on single
units of meaning – i.e., codes being used as
themes)
Thin descriptions (often only capturing high-level
semantic and/or literal meanings)
One word themes
Beware Analytic Foreclosure
(Connelly & Peltzer, 2016)

@ProfKPritchard
@HelenCWilliams
@BreakBinaries
helen.c.williams@swansea.ac.uk
k.l.pritchard@swansea.ac.uk

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Breaking Binaries Research Session on Coding and Analysis

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Breaking Binaries Research Session on Coding and Analysis

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