content analysis Flashcards

1
Q

what does content analysis involve?

A

studying human behaviour indirectly by studying things that we produce eg, adverts, newspapers

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2
Q

how do you conduct a content analysis?

A

1) identify hypothesis
2) create a coding system based on what youre investigating
3) gather resources
4) conduct content analysis and record data in a table
5) analyse data which is descriptive and qualitative eg. thematic analysis
6) write up scientific report

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3
Q

give strengths of content analysis

A
  • strong external validity as data is in real world so high mundane realism
  • produces large set of qualitative and quantitative data
  • easy replication
  • ethical issues are avoided
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4
Q

give limitations of content analysis

A
  • observer bias presented ~( needs inetr observer reliability)
  • content of choice to analyse may be biased
  • interprative bias
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