Content Analysis

Question 1

What is content analysis?

Answer 1

A method used to analyse qualitative, it is a technique that allows a researcher to take qualitative data and to transform it into quantitative data

Question 2

What is stage 1 of the content analysis process?

Answer 2

The researcher puts forward a general hypothesis which identifies a theme of area which they wish to investigate in a given media

Question 3

What is stage 2 of the content analysis process?

Answer 3

The researcher identifies categories into which information will be placed

Question 4

What is stage 3 of the content analysis process?

Answer 4

Th researcher decides which sources to use in order to gather the information

Question 5

What is stage 4 of the content analysis process?

Answer 5

It is desirable to have to or more ‘judges’ who undertake the content analysis as it increases the reliability of the findings. They will tally the number of times the see the behaviours in the categories table

Question 6

What is stage 5 of the content analysis process?

Answer 6

The findings are related back to the original hypothesis

Question 7

What are 3 strengths of content analysis?

Answer 7

• Reliable way to analyse qualitative data as the coding units are not open to interpretation
• Easy technique to use and not too time consuming
• Allows statistical analysis to be conducted if required

Question 8

What is a weakness of content analysis?

Answer 8

• Lacks internal validly
• Time consuming process