content analysis Flashcards
1
Q
content analysis
A
technique used to quantify qualitative data through coding the written data into categories
2
Q
strengths of content analysis
A
-little or no contact with people meaning very few ethical issues
-analysis of a wide range of materials
-can be used to verify results from other research methods
3
Q
limits of content analysis
A
-little or no contact with people makes it easier to misinterpret thoughts and behaviour (researcher bias)
-material may be limited so patterns and trends may not reflect reality
4
Q
content analysis process
A
- sampling (what media will be used)
- pilot: familiarise with material
- common themes make coding categories
- tally
- compare
5
Q
primary data
A
information that the researcher has collected them self, for a specific purpose
6
Q
secondary data
A
information that someone else has collected
