Visualizing the qualitative: making sense of written comments from an evaluative satisfaction survey

Abstract

Purpose: Satisfaction surveys are common in the field of health education, as a means of assisting organizations to improve the appropriateness of training materials and the effectiveness of facilitation-presentation. Data can be qualitative of which analysis often become specialized. This technical article aims to reveal whether qualitative survey results can be visualized by presenting them as a Word Cloud. Methods: Qualitative materials in the form of written comments on an agency-specific satisfaction survey were coded and quantified. The resulting quantitative data were used to convert comments into “input terms” to generate Word Clouds to increase comprehension and accessibility through visualization of the written responses. Results: A three-tier display incorporated a Word Cloud at the top, followed by the corresponding frequency table, and a textual summary of the qualitative data represented by the Word Cloud imagery. This mixed format adheres to recognition that people vary in what format is most effective for assimilating new information. Conclusion: The combination of visual representation through Word Clouds complemented by quantified qualitative materials is one means of increasing comprehensibility for a range of stakeholders, who might not be familiar with numerical tables or statistical analyses.

Keywords

• capacity building assistance
• qualitative analysis
• satisfaction survey
• word clouds