Choosing a qualitative data analysis tool: a comparison of NVivo and Leximancer

TLDR

The growing use of qualitative software in sport management research creates ambiguity about selecting the most suitable tool. The study compares NVivo and Leximancer on the same interview data to illustrate how software choice affects findings and to guide researchers in selecting tools based on data characteristics, analytical skill, and engagement level. The authors applied both NVivo and Leximancer to the same interview dataset from sport management experts to compare their outputs. The comparison reveals that software choice significantly influences qualitative findings, underscoring the need for careful selection.

Abstract

As the use and availability of qualitative software analysis tools increase, so does ambiguity regarding the choice of the most appropriate software in sport management research. This paper uses NVivo and Leximancer to analyse the same set of data derived from interviews with sport management experts on high performance sport to showcase the differences in findings depending on the type of software used. The findings alert sport management and social science researchers to the importance of closely examining the choice of software for qualitative data analysis. Researchers may base their decision on aspects such as the type and size of data set, their competence and skills in data interpretation and the level of engagement with data analysis they plan on undertaking. This paper discusses the implications for researchers in the sport management field using these tools for data analysis and highlights the value that software can add to the research effort.