Qualitative analysis
Analysis of language data focused on understanding meaning, patterns, and processes rather than numerical quantities. Qualitative analysis preserves context and nuance.
Real World
Norman Fairclough's qualitative discourse analysis of Thatcher-era political speeches revealed how particular word choices constructed ideological positions — patterns no word-frequency count alone could expose.
Exam Focus
Use specific linguistic terminology (lexical choice, discourse structure, pragmatic meaning) when describing qualitative findings, not just 'the language shows'.
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