content analysis✅ Flashcards
☆content analysis:
what is it?
what are the 2 types?
- research technique that enables the indirect study of behav. by examining communication that ppl produce.
1- content analysis = converts qualitative data into quantitative
2- thematic analysis = condenses qualitative data into categories
CONTENT ANALYSIS:
What type of research is it?
what does it analyse?
what are 3 things researchers should consider?
- observational research
- analyses what ppl produce not ppl directly
1- sampling method = how content will be analysed
2- coding the data = placing qualitative or quantitative data into categories
3- method of representing data = counting instances (quant. analysis) describing examples in each category (qual. analysis)
CONTENT ANALYSIS:
what are the 5 steps to CA?
1️⃣ create a coding system
2️⃣ a pilot study is often conducted
3️⃣ conduct the analysis
4️⃣ turn the data in quantitative displays
5️⃣ reliability might be checked
CONTENT ANALYSIS:
what are the 3 steps when conducting a CA?
1️⃣ - do a tally behaviour categories and how many times behaviour is shown
2️⃣ - turn the data into quantitative displays (Barchart)
3️⃣ - Y axis (frequency) X axis (category)
AO3 - content analysis:
✅ 3 strengths
❌ 3 weaknesses
✅ - comparisons can be made, see patterns and trends overtime
✅ - cheap and easy to use, growth on media platforms made it easier
✅ - replicable, can use the same checklist to test reliability / consistency of findings
❌ - observer bias reduces the validity and objectivity of findings, diff observers may interpret behav. diff.
❌ - culture biased, interpretation of verbal / written content will be affected by the language and culture of the observer and the behavioural changes
❌ - truth may be distorted as you’ll only find info on the categories you originally look for (bias) - the success of research depends on the quality of the categories drawn up originally.
THEMATIC ANALYSIS:
what is it?
what are the 6 stages?
- technique used when analysing qualitative data. themes and Caterogies are identified and data is organised according to these themes
1️⃣ - coding
2️⃣ - familiarisation of data
3️⃣ - searching for themes
4️⃣ - reviewing themes
5️⃣ - writing the report
6️⃣ - defining / naming themes
THEMATIC ANALYSIS:
what is this most common with?
why is a transcript created?
why are codes reviewed?
- most common. with interviews, conducted and recorded
- to help understand what and how things are said
- for emerging themes / ideas linking to topic of research
