Content analysis

Question 1

What is content anaylsis?

Answer 1

Content analysis is a technique for systematically analysing various kinds of qualitative data (e.g. Texts, emails, films, other media). The data can be placed into categories and counted (quantitative) or can be analysed in themes (qualitative - this is known separately as thematic analysis). Technically, it is an indirect form of observation

Question 2

What is event sampling?

Answer 2

Mark/count up every time the instance is mentioned

Question 3

What is time sampling?

Answer 3

Recording at a time interval e.g. you could read every other page and count the instances of interest that are mentioned

Question 4

What are the 7 steps of conducting a content analysis?

Answer 4

1. Choose the sample (adverts, magazines)
2. Choose sampling method (time or event)
3. Watch or read sample + identify catergories (if two psychologists do this separately)
4. Compare catergories and use ones agreed upon
5. Give examples of the categories that they would be looking for
6. Carry out content analysis spearatly

Question 5

What are the similarities and differences between content analysis and thematic analysis?

Answer 5

You are still looking for emergent themes the first time you read/watch the material BUT when rereading/watching there is no quantitative element – instead just label themes that summarise the data. Quotes are often used to illustrate each theme.

Question 6

What are 3 strengths of content analysis?

Answer 6

• We use often use existing materials, that are
  often already in the public domain (e.g. tv ads,
  song lyrics etc) for analysis when we do
  content analysis - high ecological validity
• Content analysis is rarely ethically intrusive; as
  aforementioned it is often already in the
  public domain so we do not need to obtain
  permissions
• Flexible – it may produce both quantitative
  and qualitative data depending on the aims of
  the research

Question 7

What are 2 weaknesses of content anaylsis?

Answer 7

• High researcher bias – content analysis can be
  quite subjective. Especially when more
  descriptive forms of thematic analysis are
  employed
• It is very time consuming and thus expensive
  as time = money. Funding implications ensue

Question 8

How would you carry out inter-rater reliability?

Answer 8

The two psychologists could carry out the content analysis of the films separately (they watch the clips and create the categories separately, agree on them and then do the analysis separately) and compare their answers looking for agreement (correlation of +0.8 = reliable).

Question 9

How would you carry out test-retest reliability?

Answer 9

The psychologist could conduct the content analysis (including watching the clips and creating the categories) and then recode them (create the categories again etc.) at a later date and compare the two sets of data looking for agreement (correlation of +0.8 = reliable).