Content Analysis Flashcards

1
Q

What type of data can content analysis analyse?

A

Qualitative

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2
Q

What are the steps to content analysis?

A
  1. Read through the data (familiarisation)
  2. Identify themes/key words which arise (exactly the same as thematic analysis)
  3. count up how many times those themes occur.
  4. Summative content analysis - you look at themes about when and where those themes occur (who said them in different instances).
  5. Produce final report
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3
Q

What type of things could you conduct a content analysis on?

A

Newspaper articles, interviews, books, open question answers on questionnaires

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4
Q

Give 3 strengths of content analysis

A
  • Content analysis produces quantitative data which you can then analyse statistically so you can establish if the results are due to chance
  • The process is standardised so it can be re done to test for reliability.
  • Multiple researchers can do it to test for inter rated reliability
  • Ethical as it uses secondary data
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5
Q

Give 3 weaknesses of content analysis

A
  • Can be subjective as the researcher is selecting themes and there could be bias which reduces validity
  • The findings may lack internal validity owing to this subjectiveness
  • One weakness of content analysis is that it reduces complex information down to a simpler form. This is a weakness as important information may be loss and therefore may reduce the validity.
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6
Q

Content analysis is used to turn _________ data into ____________ data

A

Qualitative –> Quantitative

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