content analysis

Question 1

what is content analysis

Answer 1

process of converting qualitative data into quantitative data

Question 2

how is content analysis done

Answer 2

-data is converted into categories or themes and you then count the frequencies of the themes
-first you read through the data and identify the themes that arise and then count how many times the themes occur

Question 3

strengths of content analysis

Answer 3

-quantitative data is generated which can then be statistically analysed and results can be assessed to see if they are due to chance=increasing validity
-process is standardised =can be repeated=reliable
-ethical as usually uses secondary data so no variables are manipulated to cause harm

Question 4

weaknesses

Answer 4

-subjective as researcher is selecting themes and decides how it fits the data so there is bias
-issues with internal validity we dont know that the themes are actually measuring what they claim to measure
-reduces detailed complex information into simple numerical form so may be less valid