content analysis Flashcards
1
Q
strengths
A
- offers a method to analyse a variety of forms of data e.g. media, self report methods so insights into cultural trends and experiences can be understood -> high external validity
- flexible in the forms of data collected (both quantitative and qualitative)
2
Q
weaknesses
A
- identification of suitable themes and codes is subjective and decided by the research alone so conclusions may be affected by researcher bias and lack of objectivity and validity
3
Q
What is content analysis?
A
A type of observational research in which people are studied indirectly via the communications they have already produced including transcripts etc.
4
Q
What are the two types of content analysis?
A
thematic analysis and coding
5
Q
What is thematic analysis?
A
determining the themes and what info fits into each theme
6
Q
What is coding?
A
count how many times particular words/ phrases etc. appear in the text
7
Q
What kind of data is used in thematic analysis?
A
qualitative
8
Q
What kind of data is used in coding?
A
quantitative
9
Q
What type of reliability is used in content analysis?
A
inter-rater reliability
