1.16 Year 2 Research Methods - Content Analysis

Question 1

Content analysis

Answer 1

Research technique that allows the indirect observation of certain words, images or concepts in written communications

Question 2

Quantitative content analysis

Answer 2

Collects numerical data by turning qualitative data into quantitative e.g. counting number of times a word or phrase is used in media.

Question 3

Coding

Answer 3

Researchers agree what they are looking for and devise categories to look into e.g. number of times punches occur in a written report

Question 4

Qualitative content analysis

Answer 4

Collects descriptive data, for example number of times a certain theme occurs like in a QCA on mental illness for example describing them as a threat

Question 5

Thematic Analysis

Answer 5

Used on qualitative data in which researcher identifies themes, of which some may only become apparent after text has been coded

Question 6

Strengths of content analysis

Answer 6

• No ethical issues as material is already in public domain
• Both quantitative and qualitative data gathered allowing for advantages of both to be taken advantage of
• Quantitative content analysis is replicable as it uses behavioural categories allowing us to improve inter rate reliability
• Cheap to conduct

Question 7

Limitations of content analysis

Answer 7

• Issue with misinterpretations as there is no direct interactions with participants so researcher may misunderstand original intended opinion. I.e. the tone of voice, body language etc. can change how something is interpreted, this isn’t seen
• Time consuming
• Thematic analysis is more open to interpretation so subjective which reduces validity