Qualitative Analysis (Content & Thematic Analysis)

Question 1

Content Analysis

Answer 1

An analytical approach based on the coding and quantification of various elements in any kind of text in a medium.

Question 2

Advantages of Content Analysis

Answer 2

• High in ecological validity.
• Findings can be tested for reliability through replication.

Question 3

Disadvantages of Content Analysis

Answer 3

• Observer bias, therefore reducing validity.
• Likely to be culturally biased.