CONTENT AND THEMATIC ANALYSIS

Question 1

Content analysis

Answer 1

indirect observational method used to analyse human behaviour investigating through human artefacts ( the things people make)
- content analysis transfers qualitative data into quantitative data.

Question 2

how to perform a content analysis

Answer 2

1. decide a research question and select a sample
2. the researcher decides on coding units to be recorded based on research questions
3. read the sample and tally the number of times the data was recorded
4. data analysis can be performed to convert it into quantitative data.
5. coding units must be operationalised

Question 3

strengths of content analysis

Answer 3

• has a high ecological validity as it is based on observations of what people actually do
• when the information can be retained or accessed by others, it can be replicated and hence observations can be tested for reliability.

Question 4

limitations of content analysis

Answer 4

• observer bias reduces objectivty and validity as different observers may interpret meaning of behavioural categories differently.
• likely to be culture biased because interpretation of verbal or written consent can be affected by language.

Question 5

coding

Answer 5

the process of placing qualitative or quantitative data in categories