More importantly, thematic analysis can serve to analyse any way of expressing values, explicitly as well as implicitly. It can be applied to any kind of written document such as interview transcripts, annual reports, strategy documents and marketing materials, blogs, observation field notes, employment advertisements, letters to shareholders, press releases, and even YouTube videos and photographs. Thematic analysis is a flexible and systematic way of making sense of qualitative data. ![]() If these are your questions, then thematic analysis could provide the answers. How do you proceed when you want to understand the values that are conveyed in the texts, what they mean, and how they relate to each other? When you have transcribedyourqualitativeinterviews, completed your field notes, and you have collected and sorted supporting documents, you most likely have a very large amount of data.
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