What is the essence of social things or phenomena reflected by survey data? The analysis method focuses on determining the research object.

Qualitative analysis of data is a method to analyze the nature of social things or phenomena reflected by survey data, focusing on determining the nature and characteristics of the research object.

Qualitative analysis is one of the research methods of communication, which refers to the qualitative analysis and research of the attributes of things through logical reasoning, philosophical thinking, historical verification and legal judgment. It is the concrete application of traditional humanities research methods in the field of communication. It is mainly used to study the social structure and function of communication, social control of communication and the relationship between communication and social development.

Human's understanding of society and nature begins with attributes, and the fundamental differences of things are also manifested in their qualitative differences. Therefore, the qualitative analysis of things is an important way to understand things. But when analyzing things qualitatively, they are often easily influenced by personal values. Therefore, qualitative analysis should be supplemented by quantitative analysis in order to draw more accurate, objective and scientific conclusions.

data analysis

Data analysis is a process of studying, judging and speculating the data obtained from social surveys by using scientific logical thinking methods to reveal the essence, characteristics and laws of social things or phenomena. Generally speaking, it includes three aspects, namely qualitative analysis, quantitative analysis and theoretical analysis. Qualitative analysis is an analytical method for the nature of social things or phenomena reflected by survey data. Theoretical analysis is an analytical method to systematically and rationally understand the survey data.