content analysis

Question 1

content analysis

Answer 1

Content analysis is a method used to analyse qualitative data (non-numerical data). In its most common form it is a technique that allows a researcher to take qualitative data and to transform it into quantitative data (numerical data). The technique can be used for data in many different formats, for example interview transcripts, film, and audio recordings.

Question 2

Strengths of content analysis

Answer 2

It is a reliable way to analyse qualitative data as the coding units are not open to interpretation and so are applied in the same way over time and with different researchers

It is an easy technique to use and is not too time consuming

It allows a statistical analysis to be conducted if required as there is usually quantitative data as a result of the procedure

Question 3

Weaknesses of content analysis

Answer 3

Causality cannot be established as it merely describes the data

As it only describes the data it cannot extract any deeper meaning or explanation for the data patterns arising.