Research Methods -> Content & Thematic Analysis Flashcards
Content analysis:
a technique for analysing qualitative data of various kinds. Data can be placed into categories and counted (quantitative) or can be analysed in themes (qualitative).
Coding
an important step in conducting content analysis and involves the researcher developing categories for the data to be classified. Qualitative data can be extensive in its nature and so coding can be helpful in reaching succinct conclusions about the data. These categories provide a framework to convert the qualitative material into quantitative data, which can then be used for further (statistical) analysis.
Strengths of content analysis
Content analysis tends to have high ecological validity because it is based on observations of what people actually do – real communications, such as recent newspapers or the books that people read
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When sources can be accessed by others (e.g. videos of people giving speeches), the content analysis can be replicated, and therefore the observations can be tested for reliability
Weaknesses of content analysis
Cultural differences may contribute to inconsistent interpretation of behaviour coding since language may be translated and therefore interpreted differently by someone of a different nationality. As a result, the validity of findings from a content analysis can be questioned since it may not have been measuring what it intended to with accuracy.
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Researchers can still be biased when putting the data into categories which reduces the reliability and validity of the data because different researchers may interpret the meaning of the categories differently
Thematic Analysis
Thematic analysis is a technique that helps identify themes throughout qualitative data. A theme is an idea or a notion, and can be explicit or implicit. Thematic analysis will produce further qualitative data, but this will be much more refined.
Strength of thematic analysis
A strength of thematic analysis is high ecological validity. Much of the analysis that takes place within these research methods are basing their conclusions on observations of real‐life behaviour and written and visual communications. For example, analysis can take place on books people have read or programmes that people have watched on television. Since records of these qualitative sources remain, replication of the content/thematic analysis can be conducted. If results were found to be consistent on re‐analysis then they would be said to be reliable.
Weakness of thematic analysis
There is the possibility that thematic analysis can produce findings that are very subjective. For example, the researcher may interpret some things said in an interview in a completely different manner from how they were intended, due to their own preconceptions, judgements or biases.
