content analysis and thematic analysis Flashcards
What is content analysis?
An indirect observational method that involves analyzing human-created artifacts to provide a quantitative description of qualitative data.
What are examples of artifacts that can be analyzed in content analysis?
Advertisements, art, films, books, diary entries, tweets, Greek pots.
What are coding units in content analysis?
Specific examples of behavior or characteristics that are recorded and categorized for analysis.
What is an example of a classic study using content analysis?
Waynforth and Dunbar (1995) analyzed lonely heart advertisements to investigate mate preferences based on evolutionary theory.
How do researchers ensure reliability in content analysis?
Using test-retest reliability (repeating analysis on the same data) or inter-rater reliability (comparing results from multiple researchers).
What correlation coefficient is generally accepted as showing reliable data?
0.8
What are strengths of content analysis?
High external validity, easily accessible data, and the ability to replicate findings.
What are weaknesses of content analysis?
Observer bias, potential lack of validity due to data being created for other purposes, and reliance on subjective interpretation.
What is thematic analysis?
A variation of content analysis where themes emerge from the data rather than being predetermined.
How does thematic analysis differ from content analysis?
Instead of predefined categories, thematic analysis involves discovering patterns and identifying themes organically.
What is an advantage of thematic analysis?
It reduces researcher bias by allowing themes to emerge naturally rather than imposing preconceived ideas.
