CONTENT AND THEMATIC ANALYSIS

Question 1

Content analysis

Answer 1

content analysis involves researcher establishing coding units before they look at their qualitative data.
then they can go through data and count the number of times each coding unit appears in data
- as a result qualitative data is converted into a quantitative nominal data.
- use of transcripts in content analysis

Question 2

testing for reliability of consistency

Answer 2

1. test retest reliability - run the same content analysis again and then compare two sets of data.
2. inter rater reliability - a second rater also performs content analysis with same set of data and behavioural categories and compares two sets of data.

Question 3

strength of content analysis

Answer 3

1. strong external validity as data is already in the real world - high mundane realism.
2. produces large set of both qualitative and quantitative data that is easier to analyse
3. ethical issues like informed consent, confidentiality are avoided as data is already in the public domain.
4. easy to replicate

Question 4

limitations of content analysis

Answer 4

• content of choice to be analysed can be biased by the researcher.
• interpretative bias - the researcher may be paying extra attention to some factors and ignoring others.

Question 5

thematic analysis

Answer 5

• identifying deeper meaning of text by reading them first and allowing themes to emerge.

Question 6

how to perform a thematic analysis

Answer 6

1. collect text or turn recordings into text through transcription
2. read the transcript or text first to spot the patterns that can be coded and collected
3. re read the transcription looking for emergent themes.