Theorising from unstructured emotive process video data

Gloria Mbokota

Chapter 12 in Handbook for Qualitative Research in Emerging Markets, 2025, pp 163-181 from Edward Elgar Publishing

Abstract: There is an increase in the usage of video recording as a mode of collecting data in social science; however, there is limited guidance on how to analyse such data. Video data comes in different formats, depending on the context and purpose for which it was intended. Emerging research offers useful guidelines for scholars to analyse video data. However, the guidelines tend to assume greater simplicity - whether analysing shorter, less sensitive content, and fewer participants in recordings or longer complex recordings and emotive data. In this chapter, using my empirical experience, I provide a three-phased approach to guide researchers on how to code and analyse longer, visual, and emotive data that is interactive in nature. Thus, this chapter contributes to the growing qualitative methodology literature on analysing visual-verbal data.

Keywords: Business and Management; Development Studies; Economics and Finance; Research Methods; Sociology and Social Policy; Sustainable Development Goals (search for similar items in EconPapers)
Date: 2025
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