Content and Thematic analysis

Question 1

What is content analysis?

Answer 1

Involves studying human behaviour indirectly by studying things we produce such as TV and Books to produce quantitative data

Question 2

What does content analysis allow us to do?

Answer 2

Gain an insight into the values, beliefs and prejudices we hold

Question 3

Process of content analysis

Answer 3

1. Hypothesis
2. Coding system in order to organise material
3. Conduct the analysis
   (Count/tally amount of times words or images appear)

Question 4

Strengths of content analysis

Answer 4

1. High ecological/external validity
   - As already using real life experiences
   - High mundane realism
2. Easy replication
   - Adding reliability
3. Ethical issues avoided
   - As data already presented to public

Question 5

Weaknesses of content analysis

Answer 5

1. Reductionist
   - As cutting qualitative data into quantitative taking away the complexity and details from data
2. Interpretative bias
   - May focus heavily on certain aspects and ignore others

Question 6

What is thematic analysis?

Answer 6

Analyse communications and identify key themes into qualitative date

Question 7

Thematic analysis procedure

Answer 7

1. Transcribe and review data repeatedly so themes can be identified
2. Reanalyse themes and make them relevant then add to transcript
   3.The themes identified can be used to support or challenge existing theories, with specific examples of data or quotes being used as supporting evidence.