Dendrograms are not THE most common qualitative visual because they require a data generated through a hierarchical cluster analysis. Cluster analysis can be a useful tool in analyzing qualitative data. By clustering groups of participants with similar qualitative codes, you can better understand your findings. According to Henry & team, this analysis can help “reveal things like participant motive and the reasons behind counterintuitive findings.”
Check out Henry’s article to learn more about the analysis. Here, let’s just focus on describing a dendrogram that could display those hierarchical cluster analysis findings. They can be a little confusing at first, especially since the x-axis has 100% closest to the y-axis when we aren’t used to seeing it that way. Walk through this example with us.
Click through for an example. If it’s confusing at first, read to the end, as I think the concrete example helps everything click.