Content Analysis And Thematic Analysis

Question 1

What is content analysis?

Answer 1

A research method used to measure the number of times a behaviour or event occurs within types of media

Question 2

What is the first step of content analysis?

Answer 2

Collect data

Question 3

What is the second step of content analysis?

Answer 3

Read through data and familiarise yourself with it

Question 4

What is the third step of content analysis?

Answer 4

Identify coding units (categories)

Question 5

What is the fourth step of content analysis?

Answer 5

Analyse data by applying the coding units

Question 6

What is the fifth step of content analysis?

Answer 6

Make a tally of the number of times that a coding unit occurs

Question 7

What are three examples of “content”?

Answer 7

Music
Photos
Magazines

Question 8

What was the key study using content analysis?

Answer 8

Manstead and McCulloch (1981): Stereotyping in British television adverts

Question 9

Why is content analysis high in external validity?

Answer 9

It uses data directly from the real world , so is high in mundane realism

Question 10

What is a limitation of content analysis, but which can be overcome…?

Answer 10

Observer bias

Question 11

How can you overcome observer bias in content analysis?

Answer 11

Inter-observer reliability. Get multiple researchers to apply the coding units and make sure their results are consistent

Question 12

What is the main difference between content and thematic analysis?

Answer 12

In thematic analysis the themes are selected from repeated patterns/concepts within a set of data, not chosen by the researcher.