A REVIEW OF QUALITATIVE DATA ANALYSIS TECHNIQUES IN SOCIAL RESEARCH

Abstract

Qualitative data analysis (QDA) emerged as a vital methodological approach in social research, enabling scholars to investigate complex social phenomena, human experiences, and cultural practices. Unlike quantitative methods that focused on numerical measurement, qualitative analysis emphasized meaning, interpretation, and context. This review examined major techniques, including thematic analysis, grounded theory, discourse analysis, content analysis, and narrative analysis. Each technique was addressed in relation to its philosophical foundations, methodological procedures, and applications in social science research. The review highlighted both the strengths and limitations of these approaches, emphasizing their adaptability to varied research settings and interdisciplinary contexts. It also explored the role of technology in advancing QDA, particularly through computer-assisted qualitative data analysis software (CAQDAS). The study underscored the significance of reflexivity, rigor, and ethical considerations in qualitative research. By synthesizing existing literature, this review contributed to a deeper understanding of methodological choices and offered guidance for aligning analytical strategies with specific research objectives.