content analysis Flashcards
content analysis
A method used to analyse qualitative data. Used to indirectly observe the presence of certain words, images or concepts - turns qualitative data into quantitative data. The researcher will use ‘coding units’, e.g. the number of positive and negative words used by a mother to describe her child’s behaviour.
process of content analysis
1) data is collected.
2) researcher reads through or examines the data, making themselves familiar with it.
3) researcher identifies coding units.
4) the data is analysed by applying the coding units.
5) a tally is made of the number of times that a coding unit appears.
strengths of content analysis
Ethical issues are not a problem as a lot of the info already exists in public domain.
High external validity due to realistic nature of the data.
limitations of content analysis
Studied indirectly, so researcher might attribute opinions and motivations to the speaker or writer that were not intended originally, or could lack objectivity.
