Table of Contents

Chapter 1: Introduction to Text: Qualitative Data Analysis Introduction: What Is Qualitative Data Analysis? What Are Data and What Makes Them Qualitative? About Numbers and Words Research Goals Kinds of Qualitative Data Key Concepts in This Chapter Summary Further Reading Chapter 2: Choosing a Topic and Searching the Literature Introduction Exploratory and Confirmatory Research Four Questions to Ask About Research Questions The Role of Theory in Social Research Choosing a Research Question The Literature Search Databases for Searching the Literature Key Concepts in This Chapter Summary Exercises Further Reading Chapter 3: Research Design I: Sampling Introduction Two Kinds of Samples Kinds of Nonprobability Samples Key Concepts in This Chapter Summary Exercises Further Reading Chapter 4: Research Design II: Collecting Data Introduction Data Collection Methods Indirect Observation Direct Observation Elicitation Methods Accuracy Eliciting Cultural Domains Mixed Methods Choosing a Data Collection Strategy Key Concepts in This Chapter Summary Exercises Further Reading Chapter 5: Finding Themes Introduction What's a Theme? Where Do Themes Come From? Eight Observational Techniques: Things to Look for Four Manipulative Techniques: Ways to Process Texts Selecting Among Techniques And Finally... Key Concepts in This Chapter Summary Exercises Further Reading Chapter 6: Codebooks and Coding Introduction Three Kinds of Codes Building Codebooks Using Existing Codes Codebooks Continue to Develop Hierarchical Organization of Codebooks Applying Theme Codes to Text The Mechanics of Marking Text Multiple Coders The Content of Codebooks Describing Themes: Bloom's Study of AIDS Finding Typical Segments of Text Key Concepts in This Chapter Summary Exercises Further Reading Chapter 7: Introduction to Data Analysis Introduction: What Is analysis? Database Management Data Matrices Proximity Matrices Key Concepts in This Chapter Summary Exercises Further Reading Chapter 8: Conceptual Models Introduction Statistical Models and Text Analysis Building Models Step 1: Identifying Key Concepts Step 2: Linking Key Constructs Step 3: Testing the Model Key Concepts in This Chapter Summary Exercises Further Reading Chapter 9: Comparing Attributes of Variables Introduction Fundamental Features of Comparisons Levels of Measurement Converting Text to Variable Data Levels of Aggregation Many Types of Comparisons Comparing the Columns And Finally... Key Concepts in This Chapter Summary Exercises Further Reading Chapter 10: Grounded Theory Introduction: On Induction and Deduction Overview of Grounded Theory A GT Project: Schlau's Study of Adjustment to Becoming Deaf as an Adult Visualizing Grounded Theories Key Concepts in This Chapter Summary Exercises Further Reading Chapter 11: Content Analysis Introduction History of Content Analysis Doing Content Analysis Intercoder Reliability A Real Example of Using Kappa: Carey et al.'s Study Cross-Cultural Content Analysis: HRAF Automated Content Analysis: Content Dictionaries Key Concepts in This Chapter Summary Exercises Further Reading Chapter 12: Schema Analysis Introduction History of Schema Analysis Mental Models Kinds of Schemas Methods for Studying Schemas Folk Theories: Kempton's Study of Home Thermostats Key Concepts in This Chapter Summary Exercises Further Reading Chapter 13: Narrative Analysis Introduction Sociolinguistics Hermeneutics Phenomenology Steps in a Phenomenological Study Key Concepts in This Chapter Summary Exercises Further Reading Chapter 14: Discourse Analysis II: Conversation and Performance Introduction Grammar Beyond the Sentence Conversation Analysis Transcriptions Taking Turns in a Jury Performance Analysis: Ethnopoetics Language in Use Critical Discourse Analysis: Language and Power Key Concepts in This Chapter Summary Exercises Further Reading Chapter 15: Analytic Induction and Qualitative Comparative Analysis Introduction Induction and Deduction-Again Analytic Induction Qualitative Comparative Analysis-QCA And Finally... Key Concepts in This Chapter Summary Exercises Further Reading Chapter 16: Ethnographic Decision Models Introduction How to Build EDMs Key Concepts in This Chapter Summary Exercises Further Reading Chapter 17: KWIC Analysis and Word Counts Introduction KWIC-Key Word in Context An Example of KWIC Word Counts Words and Matrices Personal Ads Describing Children Word Counts Are Only a Start Key Concepts in This Chapter Summary Exercises Further Reading Chapter 18: Cultural Domain Analysis Introduction What Are Cultural Domains? Free Lists Plotting Free Lists Analyzing Free List Data Pile Sorts Analyzing Pile Sort Data: MDS Folk Taxonomies How to Make a Taxonomy: Lists and Frames And Finally... Key Concepts in This Chapter Summary Exercises Further Reading Chapter 19: Semantic Network Analysis Introduction Converting Texts Into Similarity Matrices Jang and Barnett's Study of CEO Letters Nolan and Ryan's Study of Horror Films Some Cautions About All This Semantic Network Analysis of Themes And Finally... Key Concepts in This Chapter Summary Exercises Further Reading Appendix

About the Author

H. Russell Bernard is Professor of Anthropology, Emeritus at the University of Florida. He served as editor of the American Anthropologist and Human Organization. He is co-founder (with Pertti Pelto and Stephen Borgatti) of the Cultural Anthropology Methods journal (1989), which became Field Methods in 1999. The five editions of his methods text Research Methods in Anthropology (AltaMira 2006) and his general research methods text Social Research Methods (Sage 2012), have been used by tens of thousands of students. Bernard co-founded (with Pelto) and co-directed (with Pelto and Borgatti) the National Science Foundation's Institute on Research Methods in Cultural Anthropology and has done fieldwork in Greece, Mexico, and the U.S.A. His publications include (with Jesus Salinas Pedraza) Native Ethnography: A Otomi Indian Describes His Culture (Sage, 1989). Bernard is known as well for his work, with Peter Killworth, Eugene Johnsen, Christopher McCarty, and Gene A. Shelley, on network analysis, including work on the network scale-up method for estimating hard-to-count populations. In 2010, Bernard was elected to the National Academy of Sciences. Gery Ryan (Ph. D., University of Florida, 1995) is a Senior Behavioral Scientist at the RAND Corporation and Assistant Dean for Academic Affairs at the Pardee RAND Graduate School in Policy Analysis. Ryan's research focuses on social factors in mental and physical health, and includes studies on HIV/AIDS, depression, serious mental illness, childhood diarrhea and acute respiratory illnesses, obesity and complementary and alternative medicine. He has worked extensively in Latin America and Africa on health-related issues and helped redesign and implement a large-scale education reform in Qatar. As a methodologist, Ryan has published widely on the application of systematic methods to qualitative research. Over the last 20 years, he has run workshops sponsored by NSF, NIH, CDC and WHO on qualitative research methods and has taught these methods at UCLA, Pardee RAND, and the University of Missouri.