How to Analyze Qualitative Data in Excel - 8 Steps

This dataset has 3 columns: “ID”, “Gender”, and “Questions & Responses”.

Step 1: Code and Sort Qualitative Data

Here, the Likert Scale has 5 levels:

Strongly Agree -> 5.
Agree -> 4.
Neutral -> 3.
Disagree -> 2.
Strongly Disagree -> 1.

Input values in the cell range E6:E11.

Separate the “Gender” and “Coding” columns into different cell ranges.

Select the cell range C14:D19 and right-click to see the Context Menu.
From Sort >>> select “Sort A to Z”.

Values for the same gender will be displayed together.

Step 2: Enable the Analysis Toolpak

Press ALT, F, then T to open Excel Options.
From Add-ins >>> select “Go…”.

In the Add-ins dialog box, select “Analysis Toolpak” and click OK.
Data Analysis will be displayed in the Data tab.

Step 3: T-test to Compare Means with Qualitative Data

In Analysis, click “Data Analysis”.

Select “t-test: Two-Sample Assuming Unequal Variances” and click OK.

In the dialog box , select:
- Variable 1 Range – D14:D16.
- Variable 2 Range – D17:D19.
Select “Output Range” and C21 as the output location.
Click OK.

This will be the output.

The mean is 3 and 4.33. p-value will check whether this difference is significant. The variances are 1 and 0.33, so the assumption of unequal variances was correct. If this value is almost identical, change it to “t-test: Two-Sample Assuming Equal Variances”.

Focus on the P(T<=t) two-tail value only. It needs to be less than 0.05 to be significant. As it is 0.14 (more than 0.05), reject the null hypothesis.

The analysis shows that males and females have different levels of satisfaction with cafe XYZ, which is statistically significant.

Step 4: Prepare a Categorical Dataset for a Chi-Square Test

This is the sample dataset.

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Name the ranges C6:C11 as “Gender” and D6:D11 as “Times”.

Create a template to calculate the Chi-Squared value.

Select C7:E7 and enter the following formula.

=COUNTIFS(Gender,$B$7,Times,C6)

This formula finds the number of cells with males and One time eating per week in cafe XYZ.

Press CTRL+ENTER. This will AutoFill the formula.
Select the cell range C8:E8 and enter the following formula.

=COUNTIFS(Gender,$B$8,Times,C6)

This formula finds the number of cells containing the females and eating once per week in the cafe XYZ.

Press CTRL+ENTER.
Sum the rows and columns.
Select the cell range C9:E9 and enter this formula.

=SUM(C7:C8)

Press CTRL+ENTER.
Select the cell range F7:F8 and enter this formula.

=SUM(C7:E7)

Press CTRL+ENTER.
Enter 6 in F9 (the number of respondents).
To find the expected values, use the formula Row Total * Column Total/Total.
Select the range I7:K and enter this formula.

=$F$7*C9/$F$9

Press CTRL+ENTER.
Select the range I8:K8 and enter this formula.

=$F$8*C9/$F$9

Press CTRL+ENTER.
Select the range C13:E14 and enter the following formula to find the Chi-Squared value.

=(C7-I7)^2/I7

Press CTRL+ENTER.
Enter this formula to add these values in I12.

=SUM(C13:E14)

Press ENTER.

df means degrees of freedom. The formula to find it is (Number of Columns -1) * (Number of Rows-1). There are 2 rows and 3 columns. Therefore, df is (3-1)*(2-1) = 2.

Step 5: Analyze Categorical Qualitative Data with a Chi-Square Test in Excel

Enter this formula in cell I14.

=CHISQ.DIST.RT(I12,I13)

This function returns “the right-tailed probability of the chi-squared distribution”.

Press ENTER.

The formula returns 0.2 which is bigger than 0.05. So, the reject the null hypothesis fails: the two categories have no relationship.

Step 6 – Sentiment Analysis for Open-Ended Qualitative Data

Two columns were added to the dataset: “Topic1” and “Topic2”.

You should read the responses and link them to food topics. For example, “Chicken Pizza” has 2 topics: “Chicken” and “Pizza”.
Each topic is then added to a new table.