Content Analysis Flashcards
Is content analysis a form of indirect or direct observation and why?
Indirect because you are not observing people directly but observing them through the artefacts they produce
What is content analysis?
A systematic research technique analysing texts of various types
The researcher has to make decisions about what, when analysing content? 2
Which sampling method to use
Which behavioural category to use
What is th sampling method?
What material to sample and how frequently
What are top the two behavioural categories?
Qualitative data and quantitative data
What are 2 strength of a content analysis?
High ecological validity because it’s based in real observations
Findind scan be replicated providing that the sources are retained and accessed
What are 2 limitations of content analysis?
Observer bias as different people observe the behaviours categories differently
Culture biased as interpretation of verbal or written content will be affected by language and culture of the observer
