Content analysis

Question 1

Collect through

Answer 1

• Interviews
• Focus groups
• Observation
• Documentary analysis

Question 2

Content analysis is …

Answer 2

A procedure for
the **categorisation of
verbal or **behavioural data,

for purposes of
classification,
summarisation
and tabulation.

Question 3

Qualitative & quantitative

Answer 3

Content analysis stands at
the intersection of
qualitative & quantitative
methods in sociology

It begins with qualitative data
… but often transforms the data
into coded form for quantitative analysis

Question 4

Steps in content analysis

Answer 4

Preparing categories

Making categories useful

Using categories with more than
one data source

Revisit categories

Question 5

Two levels

Answer 5

Basic level or
the manifest level:
a descriptive account of the data

Higher level or
latent level of analysis:
more interpretive analysis,
concerned with the response
as well as what may have been
inferred or implied

Question 6

Codes & categories

Answer 6

Codes are often developed
in terms of main categories and
subsidiary ones

i.e., A: Types of sport
A1 Football
A2 Jogging
A3
A4

Then go through data,
and tag or label it
with the new codes