Research methods- Content analysis

Question 1

What is content analysis?

Answer 1

• Quantifies qualitative data
• Commonly performed in media research
• Analyses written, verbal, visual communication
• Indirect observation- not study people directly but focuses on analysing materials people produce
• Summarise communication to draw conclusions

Question 2

What are the three steps to content analysis?

Answer 2

1) Decide sampling method: Time or Event
2) Researcher must predetermine categories linked to studied behaviour, creating a behaviour checklist (piloted first to be sure operationalised categories)
3) Count how many times each categories appears in the material. Turns qualitative into quantitative data- allows statistical analysis to take place

Question 3

What is a thematic analysis?

Answer 3

• Method for identifying, analysis and reporting patterns with data
• Takes body text (qualitative), organises into themes so content can be summarised
• Theme= any idea (implicit or explicit) that reoccurs in text

Question 4

What is the method to a thematic analysis?

Answer 4

1) Transcribe data, number each line, read text until known well. Make notes of ideas that occur
2) Divide text into units using slashes between any change in meaning
3) Search texts for meanings that have similar themes- group together.
4) Keep adjusting themes as sorting data
5) Once satisfied no more themes, need to define and name each theme
6) Write up a report. For results, will have to present case for each theme with verbatim quotations using line number to allow location in text

Question 5

AO3 (strength)

Answer 5

P- High ecological validity
E- Based on observations of what people actually do, real communication= current/ relevant
E- Findings can be generalised to real life settings

Question 6

AO3 (limitation)

Answer 6

P- Lacks internal validity
E- Observer bias, different observers may interpret behaviour categories in different way
E- Study may not have measured what it intended to

Question 7

AO3 (strength)

Answer 7

P- High test retest reliability
E- Materials that were observed can be retained or accessed by others
E- Can be replicated and reliability can be checked