Content and Thematic analysis- RESEARCH METHODS

Question 1

Primary data

Answer 1

• Psychologist collects data firsthand from participants directly

Question 2

Evaluation of Primary data

Answer 2

STRENGTH:
- Fits your hypothesis
- Be sure of controlling extraneous variables

Weakness:
- Time- consuming

Question 3

Secondary data

Answer 3

• Existing sources of data collected by the researcher

Question 4

Evaluation of Secondary data

Answer 4

STRENGTH:
- Less- time consuming

Weakness:
- Might not fit hypothesis
- Might not control extraneous variables

Question 5

Qualitative data

Answer 5

Data is words/ descriptions

Question 6

Evaluation of Qualitative Data

Answer 6

STRENGTH:
- More depth

Weakness:
- It is harder to analyse (than quantitative data)

Question 7

Quantitative Data

Answer 7

Data is numbers

Question 8

Evaluation of Quantitative data

Answer 8

STRENGTH:
- It is easy to analyse (than qualitative data)

Weakness:
- Lacks depth

Question 9

Content Analysis

Answer 9

• Research tool used to indirectly observe the presence of any recorded communication (media)
• It is a method of analysing qualitative data

General steps when conducting a content analysis:
Choose a sampling method (event or time)
1. Read through the data
2. Make notes on emerging themes and write behavioural categories
3. Read through the data again
4. Count the instances of each category (quantitative)

Question 10

Evaluation of a content analysis

Answer 10

ADVANTAGE:
- Once you’ve carried out content analysis- allows you to identify patterns and make comparisons
- Ethical to investigate things that may otherwise be public
- Good ecological validity- real- world data
- More reliable than thematic analysis- less subjective

DISADVANTAGE:
- Lose depth and explanations behind behaviour

Question 11

Thematic analysis

Answer 11

• Method of qualitatively analysing data

General steps when conducting a thematic analysis:
- Read the data and try to understand the meaning
- Make note of the emergent themes
- Describe/ report on the themes

Question 12

Evaluation of Thematic analysis

Answer 12

ADVANTAGES:
- Ethical to investigate things that may otherwise be public
- Good ecological validity- real- world data
- Keep the detail and explanations behind behaviours while able to see patterns

DISADVANTAGES:
- Can become more subjective- bring own expectations to data- research is biased