Qualitative Research and Intensive Training Courses in Computer-Assisted Qualitative Data Analysis

The training course is designed to introduce participants to the methodological foundations and main techniques of qualitative analysis and teach them how to use specialised software that facilitates the analysis and interpretation of the data obtained.

Qualitative and/or textual data analysis (i.e. discourse analysis, content analysis, text commentary, transcription and analysis of individual interviews or focus groups, etc.) used to be carried out manually or through laborious combinations of records and/or documents using programmes such as Word, Excel or Access. Technological advances in computing, together with transdisciplinary collaboration in the field of digital humanities, have made it possible in scientific and professional settings to carry out qualitative data analyses with greater complexity, density, depth and scientific rigour. In addition, thanks to powerful visual tools, the range of statistical techniques that can be employed and full compatibility with highly specialised statistical software such as SPSS, the use of these software packages promotes and facilitates compatibility with quantitative methodologies.

The course has a total duration of 40 hours, structured into 30 hours of classroom-based training and 10 hours of individual work. The course is divided into two parts. First, participants are introduced to the foundations of qualitative data analysis, from the application of the main qualitative research techniques (structured and semi-structured interviews, focus groups and discussion groups). Secondly, participants learn to use specialised software for qualitative data analysis: transcription and/or preparation of texts, coding, variable definition, coding, analysis tools and the presentation of visual maps, covering the entire process rigorously and to the highest quality standards.

Consultancy and the implementation of qualitative research covers the entire process: from the methodological design and technical execution of the research to data analysis using specialised software and the presentation of results.

It is important to remember that qualitative research analyses language in any of its forms of expression (spoken, written, gestural, etc.) and formats (graphics, documents, social media, website comments, etc.), providing a better understanding of audience behaviour (consumers or citizens). The strategic analysis of qualitative information is highly valuable knowledge and is fundamental to the decision-making process, as it sheds light on market and social trends in the short and medium term in the most robust and efficient way possible.

On the one hand, quantitative research uses numbers to describe the incidence of what has occurred in a population in relation to a specific phenomenon (for example, the reception of a new product or the impact of a new policy) and makes inferences about what might happen. Qualitative research, on the other hand, explains the reasons behind the decisions people make as consumers or citizens and therefore provides more accurate and in-depth forward-looking knowledge of the phenomena or processes that are occurring and may occur.

Qualitative research is carried out through field studies that apply proven techniques used in market research and socio-political analysis. These techniques can be grouped into two categories: on the one hand, individual working techniques such as in-depth interviews in their various structured and semi-structured forms, and on the other, group working techniques such as discussion groups or focus groups, among others.

In a world where qualitative data (for example, comments on social media) are being produced and multiplied on an unprecedented scale, qualitative research provides highly versatile knowledge that complements traditional quantitative market research and the use of large databases. Qualitative analysis is of interest to all companies seeking to improve their management processes and human resources management, as well as the flow of information within the organisation, assess customer satisfaction, improve customer service and loyalty, diversify their production with new products or enter new markets.

Along the same lines, qualitative research is highly useful for identifying and interpreting organisational cultural elements, aimed, for example, at overcoming recurring difficulties in internal communication or increasing employees’ commitment to their institutional mission. It can be particularly relevant in organisations where employees of different backgrounds and nationalities coexist, such as international organisations or multinational companies.

Similarly, the design, implementation and validation of the effectiveness of public policies promoted by public institutions could be significantly improved by carrying out this type of qualitative research to complement traditional and often unsuccessful purely quantitative techniques (for example, surveys). Qualitative techniques provide an understanding of social reality from the perspective of its own actors. This contributes to the cultural and territorial relevance of public policy decisions while addressing local needs and aspirations.

The knowledge generated by qualitative research is deeper and more structural than that provided by purely quantitative studies. For this reason, an increasing number of companies and institutions are strategically positioning themselves and investing in training their own staff in these qualitative methodologies and in the use of this type of specialised software.

With an intermediate level of proficiency, technical staff trained in these computer-assisted analysis techniques can streamline the interpretation of qualitative information from different live sources (for example, social media or customer comments on websites), enabling decision-making to be carried out more effectively and accurately.

Although there is a wide range of companies that analyse qualitative data, it is not common for this type of qualitative research and training to be offered within the university sector. In fact, we can be considered one of the pioneering university research groups in Spain in applying this type of consultancy, training and research. Our research group has extensive experience, and its members have a well-established record of research and teaching excellence. Attention to context, thick description and the application of participant observation as a distinctive technique mean that our offering stands out for the depth and robustness of its interpretative capabilities.

Fully established. The research group has a proven track record and has successfully carried out projects for national and international institutions over the past five years, applying these models in both the public and private sectors.

• Private Companies and Multinationals (Marketing, HR and Strategy).
• Public Institutions and Socio-Political Analysis Departments.
• International Organisations and NGOs.
• Research Groups and Technology Centres Requiring Support in Qualitative Methodologies.

Antonio Miguel Nogués Pedregal – Department of Social and Human Sciences