NVivo is the software of choice for those conducting qualitative research. In this movie, you will know what NVivo Starter 11 is all about, what it is used for, who is using it, and how they may be using it to conduct qualitative research.
- [Instructor] By now you've probably figured out that NVivo's Starter 11 is a software application used in qualitative research to make it easier to gather non-numerical data, organize that data, and then analyze that data. Well it also has the tools you need to import data from various sources and keep it stored in an organized fashion. And it has tools you need to query that data, and even more tools to help you analyze the data through the use of charts, diagrams, and a number of different reports.
Doing all of this manually as was done long before the introduction of NVivo software was a very tedious and time consuming chore. So who uses NVivo software? In a nutshell, anyone who is responsible for researching text rich and or multimedia data also known as unstructured or qualitative data for the purposes of analyzing that data to do things like test theories, identify trends, and cross examine information using it's built in search engine and query functions.
While NVivo can be used by anyone doing qualitative research we often see it being used by academic, government, health, and even commercial researchers, in a wide range of fields including, Social sciences, forensics, tourism, criminology, and it's very popular in marketing. So that's who's using NVivo. But how are they using it? With NVivo these researchers can make observations in the software and build a body of evidence to support their case or their project.
For example, marketing researchers can use NVivo to really learn about their customers and their preferences. Which can help in product development and marketing campaigns. Researchers in healthcare could use it to identify trends in patient healthcare priorities and satisfaction. To identify areas for improvement. Researchers in tourism might use NVivo to gather data from social media outlets, surveys, interviews, and other sources to identify the latest trends in the travel industry and use that data to possibly make adjustments to their marketing campaigns.
There truly is an infinite number of ways to use NVivo in the world of qualitative research. Now let's explore some of the common terminology you'll need to be familiar with as we investigate the capabilities of NVivo Starter 11 in the next movie.
- What is NVivo?
- Creating a new project
- Creating new nodes
- Importing and organizing data
- Taking notes
- Analyzing data
- Displaying data in charts and diagrams