Research Methods - Contentanalysis

Question 1

What is content analysis

Answer 1

Technique used to analyse qualitative data of various kinds called communications.
Data can be placed in categories and counted (quantitative) way called coding
Or can be analysed in themes (qualitative way)

Question 2

What is coding

Answer 2

The stage of a content analysis in which the communication to be studied is analysed by identifying each presence of the chosen categories. It is the process of placing quantitative or qualitative data into categories.

Question 3

What is thematic analysis

Answer 3

A qualitative approach to analysis that involves identifying implicit or explicit ideas within the data. The data is then organised according to these themes. Themes often emerge once some coding of the data has occurred.

Question 4

In what ways can content analysis be used

Answer 4

Analysing qualitative data and summarising it so overall conclusions can be drawn

First go over the data and identify potential categories
List example of potential categories
Set up system to count number of examples that fall in to categories
For example a tally
This is quantitive way to analyse

Question 5

What is used in the coding part of content analysis

Answer 5

A tally may be created for how many times each category is used in data

Question 6

How is thematic analysis actually carried out

Answer 6

Inductive approach to analysing qualitative
First use coding to initially analyse communications
After Ideas and themes need to be identified within data that are linked to the behaviour
Theme - any idea reoccurring with the communication

Question 7

What are the strengths of content analysis

Answer 7

It can get around ethical issues
Material analysed eg tv adverts already in public domain
No issues with obtaining consent

Felixible research method
Both qualitative and quantitive data can be produced
More favourable than methods that produce 1 type of data

High in ecological validity
Media being studied is based on what people actually do and things that happen in everyday life eg tv adverts

Question 8

What are the limitations of content analysis

Answer 8

Only tells us what rather than why 
Tells us how many times this research shows this 
There is no meaning 
Eg tv adverts show gender roles 
But why do they do this 

Is at risk of observer bias
Analyse data and decide what category it fits into or what theme produced
Very subjective
Affects validity of findings