content analysis Flashcards
1
Q
what does content analysis involve?
A
studying human behaviour indirectly by studying things that we produce eg, adverts, newspapers
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
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
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