The following is a modified excerpt from Applied Qualitative Research Design: A Total Quality Framework Approach (Roller & Lavrakas, 2015, pp. 262-263).
As discussed in two earlier articles in Research Design Review (see “The Important Role of ‘Buckets’ in Qualitative Data Analysis” and “Finding Connections & Making Sense of Qualitative Data”), the selection of the unit of analysis is one of the first steps in the qualitative data analysis process. The “unit of analysis” refers to the portion of content that will be the basis for decisions made during the development of codes. For example, in textual content analyses, the unit of analysis may be at the level of a word, a sentence (Milne & Adler, 1999), a paragraph, an article or chapter, an entire edition or volume, a complete response to an interview question, entire diaries from research participants, or some other level of text. The unit of analysis may not be defined by the content per se but rather by a characteristic of the content originator (e.g., person’s age), or the unit of analysis might be at the individual level with, for example, each participant in an in-depth interview (IDI) study treated as a case. Whatever the unit of analysis, the researcher will make coding decisions based on various elements of the content, including length, complexity, manifest meanings, and latent meanings based on such nebulous variables as the person’s tone or manner.
Deciding on the unit of analysis is a very important decision because it guides the development of codes as well as the coding process. If a weak unit of analysis is chosen, one of two outcomes may result: 1) If the unit chosen is too precise (i.e., at too much of a micro-level than what is actually needed), the researcher will set in motion Read Full Text