Content analysis

Question 1

What is content analysis?

Answer 1

It is the process of turning qualitative data into quantitative data by looking for trends and analysing these common themes.

Question 2

Describe the process of content analysis?

Answer 2

• Data is collected
• The data is examined so the researcher can be familiarised with it
• coding units are then identified
• The data is analysed by applying the coding units.
• A tally is made of the number of times that a coding unit appears.

Question 3

What is thematic analysis?

Answer 3

• The data is turned into a transcription of the interview

- Review the transcription and see identify themes emerge from the data that could affect behaviour.

Question 4

What are the strengths of content analysis?

Answer 4

• It is a reliable way to analyse qualitative data as the coding units are not open to interpretation and so are applied in the same way over time and with different researchers.
• It is an easy technique to use and it is not too time consuming
• It allows a statistical analysis to be conducted if required as there is usually quantitative data as a result of the procedure.

Question 5

What are weaknesses of content analysis?

Answer 5

-Causality cannot be established as it merely describes data and does not identify what the cause and effect is for themes emerging