9.1.13 - Analysis of qualitative data Flashcards
Define ‘content analysis’.
A research method where categories are identified and instances of that category are counted so that quantitative data is produced
Define “thematic analysis” (3 points)
Identifying, highlighting and reporting patterns (themes) within data
Used when reducing complex textual information down to a simple category count isn’t possible or appropriate
E.g. a text is organised into specific themes so that the content can be summarised
Define “grounded theory”.
An emergent research process in which theoretical explanations emerge during the investigation
Define “top-down” and “bottom-up”.
Top-down (deduction) - where you know the variables/categories before you analyse qualitative data
Bottom-up (induction) - where you have no idea what you’re initially looking at until it emerge when looking at the data
How reliable is qualitative data analysis?
Findings can be replicated as the same categories can be applied over and over again to media
How is qualitative data analysis internally valid?
Represents the true complexities of human behaviour and thoughts, isn’t reduced to numbers (thematic analysis)
How is qualitative data analysis not internally valid? (3 points)
Observer bias due to researchers attributing opinions and motivations when interpreting a source
Content analysis is reductionist - qualitative data’s richness and complexity are lost by converting it into quantitative data
Lacks falsification - difficult to detect patterns and draw conclusions from qualitative data as a large variety of points are collected
How ecologically valid is qualitative data analysis? (2 points)
Strength:
Applied to real life as sample materials are in-depth and qualitative
Weakness:
Doesn’t always reflect real life as dramatic events capture media attention while mundane life gets overlooked
How ethical is qualitative data analysis?
Unobtrusive because materials are already in the public
