Inductive and Deductive Approaches to Qualitative Data Analysis

Hello Qualitative Mind,

About a month ago, I covered inductive and deductive approaches to qualitative data analysis in the Qualitative Data Analysis Masterclass. If you receive the Quali Q newsletters, you know I asked the question, “How do buttons and qualitative data analysis relate?” Well, I use buttons (yes, you read right!) to introduce both approaches through an activity that is a bit intriguing yet fun. Today I am going to attempt to do that same activity with you through a blog post.

Imagine I handed you a bag of buttons and asked you, “How you would sort these?”. You may have answered by size, colour, shape, or number of holes in the button. However you responded, put that answer aside as you now think about the following scenario…

You are a designer of children’s clothing and need to sort the buttons with your next collection in mind. How would you sort them now that you are thinking of children’s clothing?

You could have said by size, utility, fashion, safety or practical/unpractical. 

Which approach to sorting buttons was inductive? If you said “the first,” you are correct. Induction is an open-ended exploration of data (i.e., buttons), and a naturalistic way of making sense of the world. Without any preconceived ideas, we make an effort to reduce and synthesize the qualitative data we managed to gather in our exploration/investigation of a social phenomenon or human experience.

On the other hand, the deductive approach to qualitative data analysis commonly starts with a pre-determined coding framework. That framework could have been informed by an existing theory or model, e.g. Socioecological Model, Theory of Planned Behaviour, etc. Because research teams often use selected theories/models in the development of focus groups or interview guides, the deductive approach happens very fluidly during data analysis.

Although the inductive approach certainly represents “the root of qualitative inquiry” (Mayan, 2009. p.87), it does not mean that deductive approaches are inherently incorrect. What it means is that following a deductive approach to qualitative data analysis should be a thought through process that starts early on in the conception and early planning of the study. Additionally, even if your categories are preconceived and agreed upon among team members before the data analysis begin, how you populate each category and sort through the data may still follow the open exploration we discussed under the inductive approach.

Now that you know buttons and qualitative data analysis relate, I invite you to check out The Quali Q Guide to Qualitative Content Analysis. The guide outlines inductive and deductive approaches to content analysis, and it is an incredible resource for anyone who is trying to figure out what may work best for their projects.

Last but not least, we have something exciting to share with you. The Qualitative Data Analysis Masterclass will be available online in July (for those who missed it back in April)! We’re incorporating more resources based on attendees’ feedback, and it’ll be sooo good! Stay tuned!

Talk soon,

Maira Quintanilha

Reference:

Mayan, M. J. (2009). Essentials of qualitative inquiry. Walnut Creek: Left Coast Press.