How to Analyze Data with NVivo

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NVivo is a powerful qualitative data analysis (QDA) software used for organizing, analyzing, and visualizing unstructured data such as interviews, surveys, open-ended responses, articles, videos, and social media content. Below is a step-by-step guide on how to analyze data with NVivo.

📌 Step 1: Install & Open NVivo

  1. Download and install NVivo from QSR International.
  2. Open NVivo, and you will see the main workspace, which includes:
    • Navigation Pane (for accessing files, nodes, queries, etc.)
    • List View (shows project contents)
    • Detail View (where you interact with your data)

📌 Step 2: Import Data into NVivo

1. Import Text Data (Interviews, Articles, Surveys, Notes)

  • Click Import > Files, then select the document (Word, PDF, or text file).

2. Import Audio & Video Files

  • Click Import > Audio/Video and select a file.
  • NVivo allows transcription so you can analyze text from recorded interviews.

3. Import Survey Data (Excel or CSV)

  • Click Import > Dataset and select the file.
  • If using SurveyMonkey, NVivo can directly import survey responses.

4. Import Social Media & Web Data

  • Use the NCapture browser extension to collect web pages, YouTube comments, or Twitter/Facebook data.

✅ Tip: NVivo supports many data types, including images, memos, case studies, and bibliographies.

📌 Step 3: Organizing Data in NVivo

1. Creating & Organizing Nodes (Themes & Categories)

  • Nodes store themes, concepts, or topics from your data.
  • Create nodes by:
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    - Right-click on "Nodes" > "New Node"
    - Name it (e.g., "Customer Satisfaction")
    - Drag and drop relevant text from sources into the node

2. Creating Case Nodes (For Participants or Organizations)

  • Case nodes allow you to group responses by participants, organizations, or demographics.
  • Example:
    • Participant 1 (Case Node)
      • Interview responses
      • Survey responses

3. Using Classifications (Demographics, Metadata)

  • Assign attributes like age, gender, location, or profession to participants.
  • Go to Case Classifications and enter details for each case.

📌 Step 4: Coding Data (Qualitative Analysis)

1. Manual Coding

  • Select text from an interview, survey, or article.
  • Right-click > “Code Selection At” > Choose an existing node or create a new one.

2. Automatic Coding (Using NVivo AI)

  • For Structured Data (e.g., surveys with open-ended responses):
    • Click Auto Code > Choose columns to classify responses.
  • For Unstructured Data (e.g., interviews):
    • NVivo can suggest themes based on content analysis.

3. In Vivo Coding (Using Participants’ Own Words)

  • Select a phrase from an interview response.
  • Click “Code in New Node” and name it using the respondent’s phrase.

✅ Tip: Auto-coding works best for structured responses, but manual coding provides more accuracy and deeper insights.

📌 Step 5: Conducting Queries & Searches

1. Word Frequency Analysis (Identify Key Themes)

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- Click "Queries" > "Word Frequency"
- Set parameters (e.g., Top 50 most frequent words)
- View results in charts or tables

2. Text Search Query (Find Specific Words or Phrases)

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- Click "Queries" > "Text Search Query"
- Enter keywords (e.g., "customer satisfaction")
- NVivo highlights and extracts relevant text

3. Coding Query (Compare Themes Across Different Groups)

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- Click "Queries" > "Coding Query"
- Select nodes to compare
- Example: Compare customer feedback across different regions

4. Matrix Coding Query (Compare Multiple Variables)

  • Helps analyze relationships between different themes, demographics, or data sources.
  • Example: Compare employee satisfaction by gender or department.

📌 Step 6: Data Visualization in NVivo

1. Word Cloud (Identify Commonly Used Words)

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- Click "Explore" > "Word Cloud"
- NVivo generates a visual representation of the most used words

2. Concept Map (Show Relationships Between Themes)

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- Click "Explore" > "Mind Map"
- Drag nodes and link them to create a thematic network

3. Charts & Graphs (Compare Data Visually)

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- Click "Explore" > "Chart"
- Select variables (e.g., customer complaints by region)

4. Sentiment Analysis (Positive vs. Negative Responses)

  • NVivo analyzes sentiment by identifying positive, neutral, and negative words.
  • Example: Assess customer feedback on a product launch.

📌 Step 7: Exporting Results & Reporting

1. Export Coded Data

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- Click "Export" > Choose "Coded Data"
- Save as Word, Excel, or PDF

2. Generate Reports for Research Papers & Projects

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- Click "Reports" > "Generate Report"
- Select nodes, cases, or queries for summary reports

3. Export Visualizations (Graphs, Charts, Word Clouds)

  • Click “Export” > Choose format (PNG, PDF, Word).
  • Useful for research presentations and academic papers.

📌 Step 8: Using NVivo for Different Research Projects

1. Academic Research & Thesis Writing

  • Organize literature reviews, qualitative interviews, and open-ended survey responses.
  • Identify key themes across multiple research papers.

2. Business & Market Research

  • Analyze customer feedback, product reviews, and social media comments.
  • Identify trends in consumer behavior and brand perception.

3. Social Science & Public Policy Analysis

  • Analyze focus groups, policy documents, and social issues.
  • Identify key opinions and concerns from different communities.

4. Healthcare & Nursing Research

  • Analyze patient feedback, medical case studies, and clinical interviews.
  • Identify patterns in healthcare delivery and patient satisfaction.

Published by Henry