Choosing a qualitative data analysis tool: A comparison of NVivo and Leximancer

As the use and availability of qualitative software analysis tools increases so does ambiguity regarding the choice of the most appropriate software in sport management research. This paper uses NVivo and Leximancer to analyse the same set of data derived from interviews with sport management experts on high performance sport to showcase the differences in findings depending on the type of software used. The findings alert sport management and social science researchers to the importance of closely examining the choice of software for qualitative data analysis. Researchers may base their decision on aspects such as the type and size of data set, their competence and skills in data interpretation and the level of engagement with data analysis they plan on undertaking. This paper discusses the implications for researchers in the sport management field using these tools for data analysis and highlights the value that software can add to the research effort.