Collecting and analysing non-numerical data

General guidance

Guides to research and evaluation - Age UK

One of the guides listed on this page looks at sample size for qualitative research. There’s also a guide about collecting socio-demographic information.

Interviews

The cycle of good impact practice: interviews - NPC

This web page provides a guide to using interviews as an evidence-gathering technique. It looks at the pros and cons of using this method, then sets out a three-step process to plan, design and carry out an interview.

Conducting interviews - Wilder Research

This four-page ‘tip sheet’ is a guide to carrying out interviews. You’ll find an overview of types of interviews (informal, semi-structured and structured) and a description of the interview process. There’s also information about how to avoid influencing the answers of the people you’re interviewing.

Using key informant interviews - University of Illinois

This short document on needs assessment techniques provides some questions to consider when choosing ‘key informants’ to interview.

Evaluation methods and tools - Evaluation Support Scotland

Evaluation Support Scotland has developed a series of short guides on a variety of creative evaluation methods like using body maps, pictures, capturing casual moments and creative writing. Some of these methods can be particularly useful when working with people who have communication challenges.

The ‘most significant change’ (MSC) technique: a guide to its use - Better Evaluation

MSC is one of several more participatory evaluation techniques. Instead of asking people to answer interview questions, you give them the opportunity to tell ‘their story’ in relation to the topic in question.

This manual provides detailed guidance on the MSC approach. It also gives lots of real-world examples describing how the MSC technique has been used.

Focus groups

Focus groups, Social research update issue 19 - University of Surrey

This brief guide details the pros and cons of choosing focus groups as a method. It also highlights the ethical issues that need to be considered.

Data collection - Wilder Research

This resource provides information about data collection methods including interviews and focus groups. It contains practical tips to consider when planning focus groups.

Resources library: focus groups - Clear Horizon Academy

There are helpful sections on the role of the moderator (the facilitator) in focus groups and how to select participants. There's also an explanation on how focus groups are different from discussion groups. The resource is free but you need to register to access the information.

Observation

Evaluation briefs No. 16 - Centers for Disease Control and Prevention 

This two-page briefing provides a practical introduction to using observation as a method of collecting data. It runs through questions you need to think about when deciding about whether observations are the best method for your purpose.

The following links, also referenced in different categories on this page, give more guidance on using observation as a method: Guides to research and evaluation - Age UK and Evaluation methods and tools - Evaluation Support Scotland.

Case studies

Using case studies to do program evaluation - California Department of Health Services

This document provides guidance about when to use case studies. There’s a short section called ‘sources of error’ that looks at the challenges of inaccuracies, bias, competing explanations and selection mistakes.

Support guide 3c: case studies - Evaluation Support Scotland

This guide provides information about planning and reporting case studies.

Analysing qualitative data

Qualitative research can produce large amounts of data. There are several methods that can help you identify the important messages from the data.

Analyse data - Better Evaluation

This web resource provides information on analysing quantitative and qualitative data. In the section on qualitative data, also called textual analysis, there are several methods listed. These are: content analysis, thematic coding, framework matrices, timelines, and time-ordered matrices.