Content & Thematic Analysis AO1&AO3 A2

Question 1

How are people studied in content analysis?

Answer 1

Indirectly through the communications they produced

Question 2

What are the 3 things the researcher needs to consider?

Answer 2

1) Sampling method
2) Coding the Data
3) Method of representing data

Question 3

What are the 5 steps of Content Analysis?

Answer 3

1) Coding System Created
2) Pilot Study Conducted
3) Conduct the Analysis
4) Turning Data into quantitative displays
5) Reliability checked

Question 4

What is Thematic Analysis?

Answer 4

A technique used to analyse qualitative data.

Themes and categories are identified and then the data is organised according to said themes

Question 5

What are the 6 stages of Thematic Analysis?

Answer 5

1) Familiarisation w/ data
2) Coding
3) Searching for themes
4) Reviewing themes
5) Defining and naming themes
6) Writing the report

Question 6

When is thematic analysis most commonly used?

Answer 6

In interviews

Question 7

What are 4 strengths of content analysis?

AO3

Answer 7

1) Can make comparisons - patterns and trends
2) Cheap and easy to use
3) Replicable - consistent things used
4) High Ecological Validity

Question 8

What 3 weaknesses of Content Analysis?

AO3

Answer 8

1) Observer bias - low objectivity and validity, diff observers have diff interpretations
2) Truth can be distorted - only find info on the categories you originally look for - can create bias.
3) Culture Bias - interpretations of verbal/written content will be affected by lang and culture of the observer