Content Analysis

Question 1

What is Content Analysis?

Answer 1

A way of interpreting data = researchers collect primary/secondary data which is interpreted through content analysis.

Question 2

Quantitative Content Analysis:

Answer 2

Looking at specific content of products, such as head counting different types of people. The researcher will add up the frequency of words, etc.

Question 3

Strengths of Quantitative Content Analysis:

Question 4

Weaknesses of Quantitative Content Analysis:

Answer 4

May not always be objective as the researcher needs to select and record data accurately (could miss details), quantifying behaviour may be lacking detail, may be time-consuming depending on how many sources there are.

Question 5

Qualitative Content Analysis:

Answer 5

Interpreting media messages or ideological representations in a particular social group. Examining the media, identifying intended meanings.

Question 6

Strengths of Qualitative Content Analysis:

Answer 6

Compared to Quantitative data provides detailed information, easy to gain access, unobtrusive and ability to study processes occurring over a long time as well as being easy to make comparisons.

Question 7

Weaknesses of Qualitative Content Analysis:

Answer 7

More difficult to analyse data as it doesn’t neatly fit into categories, interpretation is very subjective, time-consuming, looking for bias.