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Applying Qualitative Matrix Coding Queries and Qualitative Crosstab Matrices for Explorations of Online Survey Data
Abstract
Two computation-enabled matrix-based analytics techniques have become more available for the analysis of text data, including from online surveys. These two approaches are (1) the qualitative matrix coding query and (2) the qualitative crosstab matrix, both in NVivo 12 Plus. The first approach enables insights about the coding applied to qualitative data, and the second enables the identification of data patterns based on case (ego or entity) attributes of survey respondents. The data analytics software has integrations with multiple online survey platforms (Qualtrics and Survey Monkey currently), and the automated coding of the data from these respective platforms and other software features enable powerful data analytics. This chapter provides insights as to some of what may be discoverable using both matrix-based techniques as applied to online survey data.
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