Rules of Coding Qualitative Analysis:

¶ … Rules of Coding

Qualitative Analysis: The Basic Rules of Coding

Qualitative analysis is definitely much more abstract than its quantitative counterparts. The methodologies used in qualitative analysis must be fluid and flexible to examine social phenomenon, which is often much too complicated and diverse to study in a typical quantitative format. Thus, various methods of qualitative analysis aim to explore the more abstract realm of social phenomenon, with content analysis and grounded theory being two popular methods which utilize the process of coding to provide a strong foundation for systematic analysis of abstract concepts.

Content analysis is a methodology that is often used within the qualitative field. It is a methodology which aims to systematically analyze open ended interviews through a series of coding processes that help extrapolate important concepts and build relationships among such concepts in a meaningful manner. According to the research, "content analysis has its own approach to analyzing data that stems largely from how the object of analysis, content, is conceived" (Krippendorff 2004 p 18). Content analysis uses coding as a way to uncover patterns within communicative applications, such as open ended interviews, political speeches, and a plethora of other linguistic sources. This style of coding is very flexible and fluid, focusing on frequently used words, meanings, and phrases in a multi-layered analysis covering semantics and syntax coding processes. Different layers of analysis focus on different concepts within the given data source. According to Krippendorff (2004), frequencies are pulled out of the data set, and then priorities are set to those frequencies, with a final examination of the values and meanings behind such frequencies.

Grounded theory is a tangent methodology that grew out of content analysis as it continued to gain popularity in qualitative applications. This methodology goes even further to provide a systematic foundation for the examination of abstract data. Here, interviews are predominant, with open ended questions forcing participants to express their perceptions and beliefs more thoroughly. These interviews are then processed through a series of coding practices which help extrapolate important concepts and the relationships that impact the social environment and the phenomenon being studied. Corbin & Strauss (2008) are well-known for their comparative analysis within the field of grounded theory. Here, there are three types of coding: open coding, selective coding, and axial coding. Open coding recognizes frequently used words and phrases, pulling them out for later analysis. Selective coding is the process was categories are created to link the concepts extrapolated in open coding. This process allows the researcher to disregard some concepts and create a list of core concepts that are paramount to the field of study. Corbin & Strauss (2008) state that selective coding is "the process that links all the categories and sub-categories to the core category thus facilitating the emergence of the 'storyline' or theory" (p 155). The final step of this methodology is axial coding, which helps generate a stronger foundation for the core concepts developed in earlier coding processes. Unimportant categories are disregarded as this more detailed coding method narrows down on the important relationships between categories. Grounded theory is often seen as an appropriate methodology for studying participant perceptions regarding particular social phenomenon, as it allows for more fluid analysis of such abstract data sets. Through the methodology of grounded theory, abstract perceptions can be coded into categorical relationships that help researchers come to conclusions on social phenomenon.