Thematic analysis is an increasingly popular method for analysing qualitative data within the social sciences. Current guides for conducting thematic analysis promote the method’s broad flexibility across research designs, which has resulted in criticism that the method lacks the rigour and structure necessary for credible academic research. Recognizing the challenges faced by qualitative scholars, I developed and present an 8-step prescriptive approach specific to abductive methodologies incorporating many concepts from seminal works in thematic analysis, and importantly maintaining the balance of theorising with empirical data, which is the core of abductive research.


thematic analysis, abductive, themes, coding, code-book

Author Bio(s)

Jamie is a lecturer at Edinburgh Napier University. Jamie's research interests are in Qualitative research methods; Research philosophy; Social and online marketing; and Tourism marketing. Please direct correspondence to j.thompson@napier.ac.uk.

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