CONTENT ANALYSIS AND CODING

Question 1

What is content analysis

Answer 1

• Content analysis is a method used to analyse qualitative data (non-numerical data).
• In its most common form it is a technique that allows a researcher to take qualitative data and to transform it into quantitative data (numerical data).
• The technique can be used for data in many different formats, for example interview transcripts, film, and audio recordings.

Question 2

Coding

Answer 2

• coding may produce quantitative data
• some sets of data may be extremely large
• info needs to be categorised into meaningful units

Question 3

Thematic analysis

Answer 3

• qualitiative and aims to produce themes rather than E.g word counts.
• more descriptive

Question 4

Strength of content analysis

Answer 4

• many ethical issues may not apply already on public domain E.g no informed consent.

Question 5

Strength of content analysis

Answer 5

• a flexible method can produce both qualitative & quantitative.

Question 6

Limitation of content analysis

Answer 6

• may lack objectivity especially when more descriptive thematic analysis are used.
• affect validity
• Causality cannot be established as it merely describes the data
• As it only describes the data it cannot extract any deeper meaning or explanation for the data patterns arising.

Question 7

Limitation of content analysis

Answer 7

• communication is studied out of context. The researcher may attribute motivations to the speaker or writer that were not intended
• reduced validity