Content + Thematic Analysis

Question 1

Define content analysis

Answer 1

Indirect form of observational study +analysis of materials produced by people (books/films/social media)

Question 2

Coding

Answer 2

The obsess look through content + decide on certain beh categories
Qualitative obs r changed to Quantitive data by tallying no.of obs beh categories decided upon
-display results in graph/table

Question 3

Define thematic analysis

Answer 3

-Type of qualitative content analysis that summaries large amounts of data descriptively
-Aims to identify underlying larger themes as emerge rather than spotting words of pre - determined categories
-data has to be gone ver many times to ensure some order is imposed on data

Question 4

Give a example of people who did content analysis

Answer 4

Manstead + McCulloh
-observed sample f 170 tv ads over week
-look at ads + code data by deciding on beh categories ( men + women + type of household products they use)
-go through ads again + record instance of each coding category
-tally up each time a coding category is identified 9repeated using descriptive stats) e.g (mean/median/mode/sd/range) + graphs

Question 5

How to do thematic analysis

Answer 5

-read + reread data transcripts (e.g kids playing)
-break down into meaningful units ( each verbal or non-verbal movement
-assign a label/code to each unit - playing with a toy ‘sadness expressed’
-combine codes into larger themes ‘neg emotion’
-ensure themes rep all data

Question 6

Strengths of cont + them analysis

Answer 6

-high ecological validity based on obs produced by people in own lives
-replicable as materials r often publicly available + can be accessed by other researchers + can be tested for interest-rater reliabillity

Question 7

Limitations

Answer 7

-content analysis can oversimplify data as loses richness of qual data
-thematic analysis is very time consuming as it involves examining + re-examining huge amounts of data = themes may come out bit by bit