Content Analysis

Question 1

what is a content analysis?

Answer 1

an indirect observational method that is used to analyse human behaviour, investigating through studying things people make - usually written word, also books, paintings etc

Question 2

how to perform a content analysis

Answer 2

decide a research question, select a sample, decide on categories(coding units) to be recorded based on question, work through data, data analysis

Question 3

how to test for reliability/assess for consistency for a content analysis

Answer 3

1 - test retest reliability
2 - inter rater reliability

Question 4

what is test retest reliability

Answer 4

run the content analysis again and compare two sets of data

Question 5

what is inter rater reliability

Answer 5

a second rater performs the content analysis with the same categories and then the two data sets are compared

Question 6

strengths of content analysis

Answer 6

• high external validity as artefacts are usually real world
• often easy to gather sample for artefacts
• should be easy to replicate

Question 7

limitations of content analysis

Answer 7

• researcher often needs to interpret subjective text leading to observer bias
• may lack validity as data was not created under controlled conditions

Question 8

what is a thematic analysis

Answer 8

researchers start by attempting to identify the deeper meaning of the text by reading it first and allowing themes to emerge

Question 9

how to perform a thematic analysis

Answer 9

• collect text
• read text and spot for patterns that can be coded
• reread the codes looking for themes

Question 10

strengths of thematic analysis

Answer 10

• theories come after the discovery of themes therefore less investigator bias as based on themes
• high external validity
• easy to repliccate
• easy to get sample

Question 11

limitations of thematic analysis

Answer 11

• subjective interpretation
• data may not be created in a controlled way