Content Analysis

Question 1

What is a content analysis

Answer 1

A content analysis is a type of observational research in which people are studied indirectly. The aim is summarised and describe conversations, speeches, emails, texts, books, magazines, programmes, films in a systematic way so overall conclusions can be drawn.

Question 2

Coding analysis

Answer 2

Words are chosen from 1st transcript (text/film)
They are then counted in the next transcripts (actual sample) in a tally chart = quantitative data

Question 3

Thematic analysis

Answer 3

Themes are chosen from the 1st transcript
Quotes are then selected in the next transcripts that fit the theme - qualitative

Question 4

Summary of content analysis process

Answer 4

PART 1 (CREATE CODING AND THEMES FOR ACTUAL SAMPLE)
1 - produce a transcript
2 - read through transcript looking for reoccurring words
3 - produce a list of coding categories and go back through and tally each time a word occurs
4 - read back through and develop themes from the codes
5 - find quotes to support your themes, themes may be explicit or implicit (the implication behind the theme)

PART 2 - TEST THE VALIDITY OF THEMES WITH A NEW SAMPLE FOR YOUR ACTUAL DATA
6 - now use the codes/themes generated to analyse other similar transcripts (new sample)

Question 5

Evaluating content analysis

Answer 5

STRENGTHS
- good inter rater reliabilty
- high in external validity
- content is in public domain so avoids ethical issues

WEAKNESSES
- lack of objectivity
- no cause and effect
- lack of detail of why the behaviour happened

Question 6

Inter rater reliability of content analysis

Answer 6

Create clear coding guidelines so both researchers know what to look for
Independently code the content without influencing each other
Compare results to check for agreement
Discuss and resolve any differences to ensure consistency