7. RESEARCH METHODS (Content and Thematic analysis) Flashcards
What is content analysis in psychology?
Content analysis is a type of observational study where behaviour is observed indirectly in visual, written, or verbal material. It turns qualitative data into quantitative data by identifying and counting categories or themes.
How does content analysis turn qualitative data into quantitative data?
In content analysis, researchers identify coding units such as themes or categories, then count how often each category appears in the data, producing quantitative data.
What are some common examples of material used in content analysis?
Examples include books, films, advertisements, or other forms of media, where researchers observe and categorize content.
What is the process of coding in content analysis?
Coding involves categorizing large data sets into meaningful units. Researchers read through the material, identify potential categories, and then count how often items fall into these categories.
How can content analysis data be represented?
Data can be represented in two ways:
* Quantitative analysis: Counting instances in each category.
* Qualitative analysis: Describing examples within each category.
What is an example of how content analysis can be used?
An example would be analysing books to study how men and women are portrayed, by categorizing instances and counting how often each portrayal appears.
What design decisions are involved in content analysis?
Design decisions include sampling methods (e.g., every page of a book or a random selection) and how often to sample behaviours (e.g., every 30 seconds in a TV ad).
What is thematic analysis in psychology?
Thematic analysis is a qualitative analysis method where researchers identify recurring themes or patterns in the data without converting it into numerical data, unlike content analysis.
How does thematic analysis differ from content analysis?
In content analysis, the data is quantified (turning qualitative data into quantitative), while in thematic analysis, the focus remains on identifying and describing themes, without quantifying the data.
What is the process of thematic analysis?
The process involves:
1. Familiarizing with data by reading it repeatedly.
2. Coding the data with annotations.
3. Identifying recurring themes.
4. Re-reading to ensure themes are comprehensive.
5. Drawing conclusions and contextualizing with previous research
What types of data can thematic analysis be applied to?
Thematic analysis can be applied to various types of qualitative data such as interviews, transcripts, books, advertisements, or even media like graffiti or videotaped play sessions.
How does thematic analysis handle the data?
Thematic analysis focuses on identifying repeated themes that emerge from the data, which can then be developed into broader categories.
What are the main intentions of thematic analysis?
The main intentions are:
* To impose order on complex data.
* To represent the participant’s perspective.
* To summarize data and identify key themes.
* To create a manageable quantity of data.
Why is thematic analysis considered time-consuming?
Thematic analysis is time-consuming because it involves repeatedly reviewing data, coding it, and ensuring that the themes adequately represent the data.
What are the strengths of content and thematic analysis?
- Flexibility: Can produce both qualitative and quantitative data depending on the research aim.
- High ecological validity: Observes real communications, such as current books or ads.
- Replicability: Can be replicated if sources are accessible (e.g., videos, articles).
- No major ethical issues: Often uses publicly available material, avoiding consent issues.
