Content Analysis Flashcards
What is content analysis?
The analysis of content
What is an example
May research gender content in magazines and attempt to describe the content in a systematic way
What type of observation is content analysis?
Indirect observation
How do you use content analysis?
Through magazines, programmes, books, songs, paintings etc
What is a sampling method?
What material to sample and how frequently (eg which TV channels to include, what length of time)
What are behavioural categories?
Separating behaviour into categories
Advantages of content analysis
High ecological validity, based on observations of what people actually do
Reliable
Disadvantages of content analysis
Observer bias, reduces objectivity and validity of findings
Different observers may interpret things differently
What is a case study
A detailed study of a single individual or event
What techniques may be used?
Interviews
Observations
IQ tests
Personality tests
Experimental methods
What type of observation are case studies usually?
Longitudinal
Advantages of case studies
Rich in-depth data
Investigating human behaviour that may be rare
Disadvantages of case studies
Difficult to generalise from individual cases as each has unique characteristics
Recollection of past events and may be unreliable
