Content Analysis Flashcards
What is the first step of a content analysis?
State aims and hypotheses for study.
What is the second step of content analysis?
Decide on the sample and the time period.
What is the third step of content analysis?
Decide on the units of analysis and develop a coding system.
What is the fourth step of content analysis?
Establish reliability in the coding system, make any adjustments as necessary.
What is the fifth (and final) step of content analysis?
Analysis (including graphing where necessary) the findings and interpret them in terms o the hypothesis.
What is content analysis?
Turning qualitative data into quantitative data.
Is it an indirect research method or a direct research method?
Indirect, because you are looking at artefacts (things people have made not looking directly at behaviour).
When you are producing the quantitive data, what are the categories that you create called?
Coding units.
What are the two types of categories that you can create?
Pre-existing and emergent.
What are pre-existing categories?
Categories that are set up before the research.
What are emergent categories?
They emerge when you are examining the data, you may been to revise them multiple times.
Why do we want to do a content analysis?
Because we can then quantify the data (express it in numbers) and then represent it in a graph.
What is a thematic analysis?
The investigation of the most commonly occurring categories found during content analysis.
What does thematic analysis do to the data?
Turns it back into quantitative data.
What are the 3 strengths of content analysis?
- Detailed, in depth analysis.
- Can compare results easily with other data sets.
- Can present results graphically.
