RESEARCH METHODS- content analysis Flashcards
Define content analysis
a technique for analysing data according to themes or categories
Is content analysis carried out Quantitively?
Yes
In content analysis qualitative data can be converted into quantitative data but why?
to make interpretation easier
What are the steps in content analysis?
1.Data is collected
2.Researcher reads through/examines data, making themselves familiar with it
3.The researcher identifies coding units
4.The data is analysed by applying coding units
5.A tally is made of the number of times that a coding unit appears
6.Comapre
What does the researcher do with the data after its collected?
-Decide what the sample
-How frequently (time sampling)
What should the researcher do once they have examined and familiarised themselves with the data?
-Construct a system for categorising the data based on the aims of their study
What are coding units?
Categories
How can the data be represented qualitatively?
Record data by counting the number of instances
What kind of data does content analysis produce?
Nominal- frequencies
How do researchers apply the same criteria?
By calculating inter observer reliability
What are some strengths of content analysis?
Quantitative data-Inferential stats testing can be done to tests for the significance or any differences found
Reliability-Can be tested for as other people can repeat the content analysis using the same themes and categories
Many ethical issues do not apply-the material may already be in the public domain so there are no issues obtaining consent
Flexible method- can be adapted to produce both quantitative and qualitative data so can be adapted to the aim
Give some weaknesses of content analysis
Subjectivity- the choice of categories and the definitions of what comes under each is decided by the researcher
Validity-reducing, rich,qualatative data to numerical values reduces the validity as data may leave details out so the wider picture is lost
What is thematic analysis?
Qualative version of content analysis
