Research methods 14: Content analysis Flashcards
What is a content analysis?
A technique for analysing qualitative data
How does content analysis happen?
The data is placed into categories or themes then counted
What does content analysis do to qualitative data?
It changes it into quantitative data
What are the two methods of content analysis?
-Coding
-Thematic analysis
What can coding be done for?
A variety of qualitative methods:
-reading diaries
-watching videos
-hearing speeches
How is coding done?
The psychologist identifies common categories in the qualitative data
What does a psychologist do to the data after coding?
Counts how many times each category occurs, providing quantitative data
What does thematic analysis involve?
Looking through coding and the data and identifying specific themes that reoccur
What does the psychologist do to data after identifying themes?
Counts how many times these themes occur or keep the data qualitative by adding in examples and quotations from the text
What are the 4 simple steps of content analysis?
- Familiarise with data
- Look for repeated info to create categories
- Count up numbers of times each category occurs
- Summarise findings
What are the 4 simple steps of thematic analysis?
- Familiarise with data
- Look for general themes linking to the topic
- Give qualitative examples from the data of each theme
- Describe the findings using the themes and examples
What are the strengths and weaknesses of content analysis?
😀A more ethical way of studying people
😀High ecological validity
😫Only descriptive not explanatory
😫Lacks objectivity-could be subject to researcher bias
Why is content analysis more ethical?
The content which is analysed is mainly already in the public domain
Why does content analysis have high ecological validity?
It is based on real life behaviours, observations and materials, based on real life experiences
Why is content analysis only descriptive not explanatory?
It shows us common behaviour and themes in data but doesn’t explain why it occurs.
