Content analysis ! Flashcards
Content analysis
A kind of observational study in which behaviour is usually observed indirectly in visual, written or verbal material
Form of indirect observation, indirect bc you aren’t observing ppl directly but observing them through the artefacts they produce
Eg : Tv programmes, paintings, songs, books
Design decisions in content analysis
Sampling method
Coding the data
Method of representing the data
Sampling method decisions (CA)
If analysing a book, look at every page or every 5th page (time sampling)
If comparing comntent in various books; do you select books randomly or identify certain characteristics
Coding the data (CA)
coding= process of placing quantative or qualitative data in catergories
Uses behavioural catergories (decisions ab behav catergories may involve a thematic analysis)
method of reprenting the data (CA)
Data can be recorded in each behavioural caterfory in two diff ways:
1) first you identify behaviour catergories
2) then you record instances in each category
- you can count intances= a quantative analysis
- you can describe examples in each catergory= qualitative
Content analysis str: ecological validity
High ecological validity
Based on observations of what ppl acc do
Content analysis lim: observer bias
Reduces objectivity and validity of findings bc diff observers may interpret meaning of behaviour catergories differently
= lack internal validity
Content analysis str:
Reliable observations
Sources can be accessed by others
eg videos of speech
content analysis can be replicated and tested for reliability
Content analysis lim: culture bias
interpretation of verbal or written content will be affected by the language and culture of the observer and behavioural catergories
