![]() This shift has significant implications in practice of researchers and lectures ( SICAMMA PENNA, 2008). Nevertheless, these authors do not mention actions that minimize subjectivity of content analysis.Īiming to minimizer subjectivity in qualitative analysis, researchers have benefited from the provision of different software that operationalizes the analysis of the data collected. ( 2012) and Minello and Birrer (2012) used content analysis according to the recommendations of Bardin ( 1977 2011). According to Hair et al ( 2012), qualitative research tends to focus on collecting detailed primary data of relatively small samples of individuals, through interviews or behavior observation. ( 2013) 36% of the articles with qualitative research, published in Revista de Administração da Universidade Federal de Santa Maria, used the content analysis.Īlthough qualitative research generates valuable insights about the analyzed object, in both cases – in an exploratory phase, in which the researcher aims to understand the context and, in a confirmatory phase, in which the researcher seeks to further conclusions on quantitative analyzes, it remains the discussion about the need to incorporate some scientific elements that minimize the subjectivity embedded in the qualitative research results ( BULGĂREA, 2011). In summary, the understanding of human behavior is facilitated through "methodological triangulation", a term used in the social sciences to describe the combined use of more than two research methods to reach more reliable results ( GORDON, 2011). The work developed by Barnham ( 2010) demonstrates that qualitative research is also effective in the marketing area, which is important to explore relational and socially constructed phenomena, making the results useful in a commercial context. In operations management, for example, it has been used to supplement analyzes obtained from surveys, deepening the understanding of the context ( SOLTANI et al, 2011). The use of qualitative research has grown in different areas of management field. Keywords: content analysis, MAXQDA., NVIVO., benefits, comparative analysis. A considerable reduction in execution time of the analysis, as well as the possibility of applying different filters are important benefits obtained aiding the researcher to reflect on the data collected and obtain inferences. The potential gain provided by using these packages depends on the researcher’s knowledge of content analysis since they do not substitute the researcher in the coding process. The main results are: the similarity between the features available for qualitative data analysis in the two software packages and the differences in their interfaces. Achieving this objective involves a review of the main characteristics of thematic content analysis and an examination of both software packages, and finally, a comparison between them. software packages in thematic content analysis. The aim of this study is to analyze the contribution of the NVivo. Whatever the approach, the volume of data is usually large and qualitative data analysis software could help simplify the operational activities. It can be organized into three approaches: lexical analysis (nature and richness of the vocabulary), syntactic (verb tenses and modes) and thematic (themes and frequency), used complementarily or separately, depending on the research objective. Palavras-chave: análise de conteúdo, MAXQDA., NVivo., vantagens, análise comparativa.Ĭontent analysis is widely used in qualitative research. A redução considerável no tempo de execução da análise, bem como a possibilidade de aplicar diferentes filtros, são benefícios importantes obtidos auxiliando o investigador a refletir sobre os dados coletados. ![]() Ressalta-se que o conhecimento do pesquisador sobre análise do conteúdo é fundamental, uma vez que os softwares não codificam os dados. Observou-se a semelhança em termos de recursos disponíveis para a análise de dados qualitativos nos dois softwares e a diferença na interface com o usuário. ![]() Assim, foi realizada uma revisão das principais características da análise de conteúdo temática e das características dos softwares NVivo® e MAXQDA®, procedendo-se, então, à comparação entre eles. O objetivo deste estudo é analisar a contribuição dos softwares NVivo® e MAXQDA ® na análise de conteúdo temática. Em todas as abordagens, o volume de dados é geralmente grande e um software de análise de dados pode ajudar na simplificação das atividades operacionais. Estas podem ser utilizadas de forma complementar ou separadamente, conforme o objetivo da pesquisa. A análise de conteúdo é amplamente utilizada na pesquisa qualitativa e apresenta três abordagens: análise léxica (natureza e riqueza do vocabulário), análise sintática (tempos verbais e modos) e análise temática (palavras e frequência).
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