Presenting a manual method for complex qualitative data analysis requiring a human perspective

Orientation: In her 2024 study, the researcher, C.S., applied a process of manual qualitative data analysis on data from different scientific fields and did not want to take risk by using AI (artificial intelligence) or CAQDAS (computer-assisted qualitative data analysis systems) analysing this complex data, as human intervention was required to fully comprehend all nuances of the reasons for survival. Research purpose: The study aimed to as certain whether a manual method of data analysis incorporating the techniques and methods of well-known scholars was still feasible and would yield usable results. Motivation for the study: The study had to find a substitute way to analyse data, contradictory to the current popular trend of AI analysis, as businesses surviving the COVID-19 pandemic, had to be analysed from a human perspective. The data that had to be analysed were spanning various scientific fields, facts and emotions. Research design, approach and method: The empirical part of this qualitative exploratory study consisted of 16 face-to-face semi-structured interviews with successful small-, medium- and micro- enterprise (SMME) owners from the Western Cape in South Africa and used snowball sampling. Main findings: A framework for SMME survival was developed using this manual data analysis method. Practical/managerial implications: This study indicated that it is still possible to utilise a manual method for complex data analysis when a human perspective is required. Contribution/value-add: It was proven that CAQDAS programmes or AI-generated software are not the only solutions for analysing complex qualitative data.