Content/ Thematic analysis

Question 1

Content Analysis

Answer 1

A coding system of categories that used to *analyse data *
* Psychologists *counts the number of times categories appear *in the text/media
* QUALITATIVE DATA

Question 2

Thematic analysis

Answer 2

Psychologists *read/examine data and identifies key themes *
* Report themes found, may use extracts from text to support the existence of their themes
* QUALITATIVE DATA

Question 3

Strengths

Answer 3

+ Clear summary of patterns in data that may be established
+ Easy to analyse and make comparisons
+* No ethical issues *with consent as material needed exists in public domain e.g adverts

Question 4

Weaknesses

Answer 4

- Reducing data to particular coding units removes detail
- Researcher may attribute opinions to speaker or writer they are observing
- May* lack objectivity* as communication requires analysis outside context in which it occured (researcher may mis-interpret information)