Content analysis Flashcards
What is quantitative analysis?
Studies people indirectly by communications they have produced in both spoke and written forms
What are the steps of content analysis?
- Collect data
- Read through
- Identify codes
- Read again, counting number of times each code appears
- Analyse and draw conclusions
How do you analyse quantitative data?
Data is placed into categories and counted
How is qualitative data analysed?
In themes
What is the aim of quantitative analysis?
Summarise and describe the communication in a systematic way so conclusions can be drawn
Why are ethical issues less of a problem with content analysis?
Most of the material already exists in the public domain so no issues with obtaining permission
Does consent analysis have external validity?
Yes and its high as its based on real communications
What are the limitations of content analysis?
Lack of objectivity and cultural bias
What are strengths of content analysis?
Less ethical issues, high external validity, easily replicated, no demand characteristics and allows sensitive topics to be studied
Why does content analysis lack in objectivity?
The researcher might attribute opinions or views that ere not originally intended
Why can content analysis be easily replicated?
As long as the document is available, the analysis can be repeated to allow for inter-rate reliability to be assessed
Why is there no demand characteristics with content analysis?
When the content was published, there was no knowledge it’ll be used for content analysis
Why could content analysis be culturally biased?
The interrelation could be affected by the language and culture of the observer
What is reflexivity?
Recognising effect of own values and assumptions on work
