How to analyse Qualitative Data in different ways?

The aim of this workshop is to compare and contrast different data analytical approaches used in qualitative studies.  By focusing primarily on analysing transcriptions of interview data, procedures of thematic analysis, content analysis, narrative analysis, and phenomenographic analysis will be compared with each other.   Using a ‘real’ interview data-set, the tutor will demonstrate (1) the kinds of research questions that can be addressed by each approach and (2) how each of them employs a particular theoretical orientation to the data, asks distinct types of analytical queries, and uses a specific set of techniques to answer the research questions.  Participants will be able to handle different types transcriptions created for each approach and use extracts from the data set for analysis so that the typical steps of these approaches are indicated.

The workshop will examine:

The nature of qualitative data

Different approaches to analysing qualitative data

Introduction to the four approaches selected (TA, CA, NA, and Phenomenographic analysis)

Familiarising the interview data-set prepared for the work

Applying the four approaches – the Nuts & Bolts of analysing data

Writing up the analysis in a qualitative dissertation

Where to go if one wants to know more about the approaches


  • Dr Paul Joseph-Richard

    Paul is a Lecturer in Human Resource Management at Ulster Business School. He is the Course Director for the BSc Management and Leadership Development programme.  He is teaching on Undergraduate and Postgraduate taught programmes. Paul holds an MBA in HRM, an M.A. in Psychology, and a PhD in Leadership Development, from Queens’ University Belfast.  Paul's research seeks to extend our understanding of leadership development, programme evaluation, research-informed teaching, qualitative research methods and higher education pedagogy. He is a Senior Fellow of Higher Education Academy and a Chartered Member of CIPD.  He has published his research in prestigious academic journals such as Studies in Higher Education and British Educational Research Journal.  Prior to joining Ulster University, Paul taught in Solent University and Queens’ University Belfast and had a successful career in a Software Company and in the NHS where he developed leadership capabilities in individuals and teams.

    Externally, Paul serves as the Co-Track Chair of the British Academy of Management Special Interest Group in Leadership and Leadership Development, since 2014. He is an external examiner for HRM and Research Methods modules offered for Masters programmes at the University of Northampton.  As a certified coach, he has carried out over 10 consultancy assignments with large British organisations and leads a consulting practice that offers psychometric assessment and leadership development services in the UK and beyond.  Paul uses the British Psychological Society’s code of ethics for all of his work with his clients.

The Vitae Researcher Development Framework

This session maps on to Domain A of the Vitae Framework: Knowledge and intellectual abilities which includes the sub-domain areas of:

  • A1: Knowledge base
  • A2: Cognitive abilities
  • A3: Creativity
The Vitae Researcher Development Framework