Content and Meta analysis Flashcards
1
Q
What is content analysis?
A
Method by which you take qualitative data and analyse it in order to draw conclusions.
2
Q
How to conduct a content analysis?
A
- Decide a sampling method
- Decide the coding units
- Carry out frequency analysis (number off times certain words or themes come up
3
Q
Positives of content analysis?
A
Great to study emotions and motivations.
Can establish cause of behaviour.
4
Q
What are weaknesses of content analysis?
A
Cant really generalise
Reliability
Validity - language may be misinterpreted
