Content Analysis Flashcards
What is content analysis?
An indirect observational method used to analyze human behavior by studying human artifacts.
What types of data are typically used in content analysis?
Often written (non-numerical/qualitative data) or transcripts of spoken words.
What is the first step in performing a content analysis?
Decide a research question.
List the steps involved in performing a content analysis.
- Decide a research question
- Select a sample
- Coding (categories)
- Work through data
- Data analysis
What does it mean to operationalize coding in content analysis?
To clearly define coding categories to reduce subjective interpretation.
What is test-retest reliability in content analysis?
Running the content analysis again on the same sample and comparing the two sets of data.
What is inter-rater reliability?
A second rater performs the content analysis with the same data and behavioral categories, then compares the results.
What is a strength of content analysis regarding external validity?
The artefacts are taken from the real world, meaning findings should be generalizable.
What is a potential limitation of content analysis?
Researcher/observer bias can occur when interpreting subjective text.
What is thematic analysis?
A method where researchers identify deeper meanings in text by allowing themes to emerge.
What is the first step in performing a thematic analysis?
Collect text or turn recordings into text.
How do researchers identify patterns in thematic analysis?
By reading text/transcripts first to spot patterns that can be coded.
What is important to clarify about the themes in thematic analysis?
The themes are not predetermined but emerge from the text.
List some strengths of thematic analysis.
- Theories come after theme discovery
- High external validity
- Easy to get a sample
- Easy to replicate
True or False: Thematic analysis allows researchers to impose their own bias on the analysis.
False
