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Qualitative Content Analysis in Practice

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Table of Contents

Introduction: What Is Qualitative Content Analysis? What Is Qualitative about Qualitative Content Analysis? Will Qualitative Content Analysis Work for Me? Decision Aids The Coding Frame Building a Coding Frame Strategies for Building a Data-Driven Coding Frame Segmentation and Units of Coding Trying It Out: The Pilot Phase What to Keep in Mind: Evaluating Your Coding Frame The Main Analysis Phase How to Present Your Results Using Software in Doing Qualitative Content Analysis

About the Author

Margrit Schreier is Professor of Empirical Methods at Jacobs University Bremen. She started out with a BA in English Language and Literature (at New College, Oxford), before she went on to study Psychology at Heidelberg University (Dipl. Psych., Dr.) where she first became interested in qualitative research methods. She was also co-director of the Methods Center of the Bremen International Graduate School of Social Sciences (BIGSSS) and Editor-in-Chief of the Journal of Media Psychology. She has taught research methods courses for 15 years, including qualitative methods, experimental design, and mixed methods, to students from a variety of social science disciplines, and has given workshops on qualitative content analysis and other methods topics at GESIS, the Leibniz Institute for the Social Sciences, for more than five years. Her other research interests include the didactics of teaching qualitative research methods, media reception, the empirical study of literature, and health-related research. She has been a principal investigator in several DFG-funded research projects on these topics, and she has authored and co-authored an introductory methods textbook and more than 90 book chapters and articles. When she is not working, she enjoys cooking and photography. She is also a homeopath and has been surprised to find that homeopathy allows her to apply many of her methods skills - including qualitative content analysis!


Schreier provides several helpful educational tools, such as mid-chapter definitions, summaries and key-points....this is an excellent introductory or reference book for all students of content analysis -- Seth Fallik & JulhiAnn Francis This book has been written for students but would be of value to anyone considering using the analysis method to help them reduce and make sense of a large volume of textual data. [...]The content is detailed and presented in text-book style with key points, definitions and beginners' mistakes scattered throughout and frequently asked questions and end of chapter questions. These break up the text but also help when skimming. In addition, and what I found particularly valuable, was the liberal use of examples drawn from published papers. These really help to clarify and bring to life the issues raised. -- Nicola Singleton This book provides a well written, clear and detailed account of QCA, highlighting the value of this research method for the analysis of social, political and psychological phenomena Tereza Capelos University of Surrey Schreier writes clearly and with authority, positioning QCA in relation to other qualitative research methods and emphasising the hands-on aspects of the analysis process. She offers numerous illuminating examples and helpful pedagogical tools for the reader. This book will thus be most welcomed by students at different levels as well as by researchers. Ulla Hallgren Graneheim Umea University, Sweden

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