A Novel Sequential Mixed-method Technique for Contrastive Analysis of Unscripted Qualitative Data Contrastive Quantitized Content Analysis

Between-subject design surveys are a powerful means of gauging public opinion, but critics rightly charge that closed-ended questions only provide slices of insight into issues that are considerably more complex. Qualitative research enables richer accounts but inevitably includes coder bias and sub...

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Bibliographic Details
Published inSociological methods & research Vol. 47; no. 3; pp. 532 - 548
Main Authors Cabrera, Laura Y., Reiner, Peter B.
Format Journal Article
LanguageEnglish
Published Los Angeles, CA SAGE Publications 01.08.2018
Subjects
Comparative Analysis
Content Analysis
Mixed Methods Research
Public Opinion
Qualitative Research
Research Methodology
Statistical Analysis
Vignettes
qualitative data; mixed-method research
contrastive vignettes
quantitizing
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Summary:Between-subject design surveys are a powerful means of gauging public opinion, but critics rightly charge that closed-ended questions only provide slices of insight into issues that are considerably more complex. Qualitative research enables richer accounts but inevitably includes coder bias and subjective interpretations. To mitigate these issues, we have developed a sequential mixed-methods approach in which content analysis is quantitized and then compared in a contrastive fashion to provide data that capitalize upon the features of qualitative research while reducing the impact of coder bias in analysis of the data. This article describes the method and demonstrates the advantages of the technique by providing an example of insights into public attitudes that have not been revealed using other methods.
ISSN:0049-1241
1552-8294
DOI:10.1177/0049124116661575