content analysis and thematic analysis

Question 1

What is content analysis?

Answer 1

A method used for analysing qualitative data of various kinds (e.g unstructured interviews). Data can be coded and turned into quantitative data (frequency of the codes can be counted) .

Question 1

What is thematic analysis?

Answer 1

categorizing segments of qualitative data into meaningful themes

Question 2

How do psychologists carry out content analysis?

Answer 2

1) data is collected
2) the researcher establishes emergent categories within the data, or pre-existing categories could be used
3) creates a table which identifies each theme/code clearly
4) goes back through the data and records every time a theme/code is observed
5) the tally of coded behaviour/ analysis of qualitative themes is now calculated and clarified
6) Reliability is assessed (0.8 or more = reliable)

Question 3

What are the strengths of content analysis?

Answer 3

-Ethical issues are not usually a problem as most information is already public
-High external validity
-Flexible; provides quantitative and qualitative data

Question 4

What are the weaknesses of content analysis?

Answer 4

-People are studied indirectly and so communications may be misinterpreted or researchers may have biased opinions
-Could lack objectivity