7. Content Analysis

Question 1

What is Content analysis

Answer 1

• Content analysis is a research method used to analyse secondary data & data you’ve already collected (eg. through unstructured interviews).
• It involves splitting the data into assigned categories.
• Involves assessing behaviour, words or concepts.

Question 2

Eg of Content analysis

Answer 2

Content analysis could be used to investigate the no. of times sex-role stereotypes are used in TV adverts.

Question 3

STRENGTHS of Content analysis

Answer 3

• It is usually an easy & inexpensive method to use.
• There may be fewer ethical issues as participants arent directly involved.

Question 4

WEAKNESSES of Content analysis

Answer 4

• Data analysis - analysing data can often be time-consuming.
• Interpretation & categorising the data can be subjective.