Using framework analysis deductively : a case study from alcohol and tobacco tax policy and modelling research

Deductive approaches to qualitative research can feel alien to qualitative researchers from all disciplines, especially where we have embraced the idea that our data has stories of its own to tell. However, in applied instrumental research, deductive qualitative studies play an important if often forgotten role. In this paper we focus on an example of deductive application of the framework method. We used this method to undertake a two-stage qualitative study as part of a wider interdisciplinary research project investigating options for changing alcohol and tobacco tax in England for the benefit of population health. Building on a rapid review of the literature, we embarked on joint qualitative interviews with policy experts where we relied explicitly on deductive structures for both data collection and analysis. This paper explores the specific process of using framework analysis deductively to begin to analyse our data. We conclude that deductive approaches are effective in time-limited instrumental applied research projects.