METHODS - content analysis and coding

Question 1

content analysis

Answer 1

people are studied indirectly through observing their communications e.g a letter

Question 2

coding

Answer 2

categorising data into meaningful units to produce quantitative data e.g counting number of times certain words are used

Question 3

thematic analysis

Answer 3

theme refers to any idea that is recurrent in the communication being studied
more descriptive than coding

Question 4

strengths of content analysis

Answer 4

many ethical issues may not apply - material studied may already be in the public domain so no issues for obtaining consent
flexible method - adapted to produce both qualitative and quantitative data when required, adapted to suit aims of research

Question 5

limitations of content analysis

Answer 5

communication studied out of context - may attribute motivations to the speaker that weren’t intended hence reducing validity of conclusions drawn
lacks objectivity - especially when more descriptive forms of thematic analysis are used, may threaten validity of findings