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Axial Coding

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Marketing Research

Definition

Axial coding is a qualitative data analysis process that focuses on identifying and connecting categories and subcategories of data, helping researchers to understand relationships and patterns within the data. This stage follows open coding, where data is initially broken down into discrete parts, and it helps to refine and integrate the insights derived from the qualitative research. Axial coding is essential for building a coherent narrative from the data collected in qualitative studies.

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5 Must Know Facts For Your Next Test

  1. Axial coding was introduced by Barney Glaser and Anselm Strauss as part of their grounded theory methodology.
  2. In axial coding, researchers explore relationships between categories by asking questions about the data, such as 'What is happening?' or 'Why does this occur?'
  3. This method emphasizes the context of the data, ensuring that the connections made are relevant to the conditions under which the data was collected.
  4. Axial coding can help researchers identify causal conditions, strategies, interactions, and consequences within their findings.
  5. By facilitating a deeper understanding of data relationships, axial coding ultimately aids in creating more robust theories and narratives from qualitative research.

Review Questions

  • How does axial coding enhance the understanding of qualitative data compared to open coding?
    • Axial coding enhances understanding by connecting categories identified during open coding. While open coding breaks down data into distinct units, axial coding looks at how these units relate to each other, allowing researchers to see patterns and develop a more cohesive narrative. This connection helps uncover deeper insights about the underlying themes and relationships in the data, leading to richer interpretations.
  • Discuss the role of axial coding in developing grounded theory within qualitative research.
    • Axial coding plays a crucial role in developing grounded theory by linking categories derived from open coding into a more structured framework. It allows researchers to identify relationships between these categories, contributing to a theoretical understanding that is rooted in empirical evidence. By exploring how different elements interact, axial coding facilitates a deeper comprehension of the phenomena being studied and aids in constructing a well-rounded theory.
  • Evaluate the significance of asking specific questions during the axial coding process and how it impacts qualitative research outcomes.
    • Asking specific questions during axial coding significantly impacts qualitative research outcomes by guiding researchers in uncovering nuanced connections between categories. This questioning process allows researchers to critically analyze their data, leading to insights that may not be immediately apparent. By addressing causal conditions and strategies within the data, researchers can produce findings that are not only descriptive but also explanatory, ultimately enhancing the overall depth and credibility of their qualitative analysis.
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