Qualitative Data Analysis-
use a thematic analysis to analyze data and produce a 4-page write-up on the results and discussion of this analysis. In this assignment you will be analyzing four interviews that you find on the question “What is the future of
The description and requirement of this research paper is explained under document “8600-assignment 4″. This paper needs to use coding tool NVivo which there are other three document of tutorial on how to use it.
In this assignment, there are three steps and each of them has very specific requirement. For example, in data analysis step 2, a reliability analysis is also required. Please go through every detail and make sure every requirement of the assignment is achieved.
Because this assignment includes coding software, some document is for you to get a better understanding of this tool.
For this assignment you are required to use a thematic analysis to analyze data and produce a 4-page
write-up on the results and discussion of this analysis. In this assignment you will be analyzing four
interviews that you find on the question “What is the future of television?” Normally, you would be
required to interview the participants, but due to the logistics and time constraints you will use archival
Step 1 Data Collection:
For this study using the principle of sampling for heterogeneity, you can use the following four
interviews by key/prominent informants.
1. Reid Hastings from Netflix
2. Gerd Leonhard (futurist; interviewed by BBC)
3. Brian Roberts (CEO of ComCast)
4. Jean-Pierre Blais (CRTC chair)
Step 2 Data Analysis:
Having completed your data collection you will then analyze each interview to identify and define the
key themes. In the theme definition process you may identify a number of themes, however, you need
to continue to sort and re-sort them until you have no more than different eight themes. You can have
positive and negative sub-categories for them as well, where appropriate. You will then code/count the
number of occurrences of each of theme in the interviews. If you find that you only have a few
occurrences (fewer than 3) in a theme, you will need to revise your themes. You should also provide
examples of each theme/sub-theme in the definition table (see Table 1 for an example).
Table 1: Example of table of themes
Theme Definition Examples
Theme 1: Impact of Internet on
Positive: The Internet becoming
the preferred method of
accessing television content.
Negative: The Internet is having
a negative impact on the
television industry or
“The Internet is allowing broadcasters
to offer more services tailored to
“If broadcasters cannot figure out how
to embrace Internet delivery, they will
Finally, you must carry out a reliability analysis which can be by consensus with one of your peers in
the course. If you would like to use a statistical reliability measure, use either a correlation coefficient or
the Intraclass correlation statistic in SPSS. If you use NVivo you can use the Kappa statistic. You must
ensure that you have agreement on your theme definitions and on the data coding. Use about 20% of
the data to carry out your reliability analysis.
To accomplish this assignment effectively you must work through each article and identify all the
main themes, code/count occurrences with in each article of the themes, and carry out a reliability
analysis. Be systematic about your analysis and document your empirical observations. You may use
tables or if you are adventurous you can try some qualitative analysis software such as NVivo or:
Step 3 Report your findings and answer the research question
Write a carefully argued 4-page report of your findings on the question: “What is the future of
television?” based on the thematic analysis carried out. In this report you will need:
1) a brief introduction that motivates why you are answering this question (other than because it is
2) a methodology section explaining how you went about answering this question including your
table of definitions and examples, and the results of your reliability analysis;
3) a results section reporting the frequencies of occurrences of each theme (you can use a
histogram to show this) and a brief analysis of which theme has the largest count and which is
4) a discussion on what these results mean, why you ended up with the results you did, and an
answer to the research question. Support your arguments with example quotes (properly cited)
from the video materials.
You will need to provide a properly formatted reference list at the end of the report.