Content analysis

Question 1

What is content analysis?

Answer 1

A research technique that enables indirect study of behaviour by examining communications that people produce e.g. in texts, emails, films

Question 2

What are strengths of content analysis?

Answer 2

o It can get around many of the ethical issues normally associated with psychological research
o Already exists in the public domain
o High external validity if its conversations or texts
o Can produce qualitative or quantitative data

Question 3

What are limitations of content analysis?

Answer 3

o Studied outside of the context, researcher may attribute opinions or motivations that weren’t originally intended
o Lack of objectivity