Content analysis Flashcards
Content analysis definition
Technique for systematically summarising and describing any form of content- written, spoken, or visual
Coding
Establishing criteria for what is being looked for, by using behavioral categories
Thematic analysis
A technique used in content analysis when analysing and summarising qualitative data
Procedure for content analysis
- Decide WHAT research question is and WHAT you’re going to analyze, HOW you will collect this
- Decide HOW the content will be analyzed/ coded. CODING/ BEHAVIOURAL CATAGORIES
- PILOT it
- TALLY number of times behaviors occur
- Check RELIABILITY using face or concurrent reliability methods
Advantages of content analysis
Qualitative data- Provides a wider range of data and data that would’ve been missed
High reliability- The data is not going to change if test-retest is conducted
Disadvantages of content analysis
Validity- Data gets interpreted to turn into qualitative data , low inter-observer reliability
Observer bias- Researcher is conducting the observation, own opinions may affect results.