How to do a Deductive Thematic Analysis (Theory-Driven Qualitative Coding) 📚💡

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You want to conduct a deductive thematic analysis and categorize your qualitative data based on pre-existing theory and concepts?

You’re in the right place.

In this video, I’ll explain in detail and in an easy-to-understand manner how to perform a deductive thematic analysis in 5 simple steps.

📚 Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101.

📚 Braun, V., & Clarke, V. (2019). Reflecting on reflexive thematic analysis. Qualitative Research in Sport, Exercise and Health, 11(4), 589–597.

📚 Braun, V., & Clarke, V. (2021). One size fits all? What counts as quality practice in (reflexive) thematic analysis? Qualitative Research in Psychology, 18(3), 328–352.

📚 Whetten, D. A. (2006). Albert and Whetten revisited: Strengthening the concept of organizational identity. Journal of management inquiry, 15(3), 219-234.

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00:00 Intro
00:28 What is Thematic Analysis?
01:41 What is Deductive Thematic Analysis?
02:23 #1 Define your Themes
05:30 #2 Create a Codebook
07:18 #3 Do the Coding
09:17 #4 Present the Findings
10:23 #5 Discuss Your Findings

To make sure that we are on the same page about thematic analysis, I will mainly refer to the understanding of the method described by Braun and Clarke (2006; 2019; 2021).

Please note that there are other authors that have their own idea of thematic analysis, however, the explications by Braun and Clark seem to be most useful to the research community.

It is important to understand that thematic analysis is flexible, which means you can apply it in different variations and customize it for your own needs.

The only thing you need to be aware of is that you do not slap a label on your approach in your methods section and then do something completely different that is not in line with the methodical ideas of the authors you just cited (the "label").

Flexibility in thematic analysis means that you can combine different approaches such as inductive and deductive coding within the same study. But you don't have to. It's up to you and what makes most sense to achieving your research objectives.

In this tutorial, however, I am going to focus on applying thematic analysis in a theory-driven, deductive logic.

If you would like to learn more about inductive thematic analysis, please refer to my previous tutorial about this method.

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This video is about: deductive thematic analysis, thematic analysis, deduction induction, deduction vs induction, thematic analysis in qualitative research, thematic analysis braun and clarke, deductive thematic analysis steps, how to do deductive thematic analysis, inductive and deductive thematic analysis, Theory-Driven Qualitative Coding, Qualitative Coding,

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