Using NVivo 15 to analyze qualitative data

Like a food processing machine in a factory, NVivo software has a unique role of helping qualitative analysts to transform raw qualitative data into refined outcomes – addressing their quest for answering their research questions, understanding a phenomenon or developing a theory. To ensure quality results, qualitative researchers need to work closely with the software – coming up with codes to represent the relevant text found in the data. Parallel to a production line, NVivo organizes the codes created and automatically tallies cases and numbers of relevant data segments coded, making it easier to further develop categories, themes and theories. In production sectors, how the final products are packaged enhances sales. Similarly, NVivo facilitates the visualization of the qualitative analysis outcomes. The visual aids, such as matrices, charts, Project Map, Word Cloud and Word Tree, promote meaningful presentation of the findings. In this chapter, you will be equipped to easily use NVivo to analyze real qualitative data. Lastly, you will be able to use the AI Assistant function in NVivo to generate relevant codes.