Analyzing (Coding) Qualitative Data
We need to get more insight from surveys than accessible through multiple choice questions
Open response questions are the best way to understand how our audience feels
Open response questions are difficult to gain insight from, however, by analyzing open response questions through coding, we can quantify our qualitative data in order tell its story (By coding in this sense we mean the process of labeling and organizing qualitative data to identify different themes)
There are two common ways to code the data
Have survey respondents "self code" the data by asking multiple choice questions that follow up with an open response explanation
Code the data with our SDFS spreadsheet coding tool, in order to dive deeper, identify themes, and quantify them in bar charts
How can we better analyze this qualitative open response survey data?
Two ways to analyze (code) open response data
Respondents Auto Code Within Survey
Self Code Open Responses with SDFS Spreadsheet Tool
First way - Respondents Auto Code Within Survey (Easier)
For example (Video overview)
The video to the right shows how this method can be used in combination with Google Data Studio.
If we use a Google form to collect survey data, we can connect the results to a google sheet.
Because the results are in a google sheet, we can connect those results to Google Data Studio.
We can then share Google Data Studio with others to gain insights from the open response data by clicking on the graph to filer the open responses.
We were able to find out that students where it did not go well at all needed more feedback and students that were happy with the class liked the groups and intro video.
Interact with the Live Dashboard Below
Click on a part of the bar graph to filter by the open responses by that metric.
With an interactive results page like this you can dig deeper into why people answered the survey the way they did.
What do you notice?
NOTE: It is not our intention to illustrate how these data visualization dashboards are made at this time. Contact us if you would like some help or sign up for our Google Data Studio course (coming soon).
Second Way - Self Code Open Responses with SDFS Spreadsheet Tool (Better)
Identifying themes and coding in SDFS coding tool
We may want to dig a little bit deeper and code the open response data ourselves or we may not have had respondents code it for us. The second way to code this data is to use a coding spreadsheet tool that we created at SDFS.
This tool helps you identify themes and count those themes which will allow you to graph the count of each theme.