RM 2: content analysis (LT)

Question 1

Strengths - Thematic analysis

Answer 1

• Creates more detailed and meaningful data than basic quantitative analysis
• Allows researchers to adapt to new / unexpected data better than quantitative analysis

Question 2

Weaknesses - Thematic analysis

Answer 2

• Codes and themes are highly subjective  possible researcher bias in choosing them
• More time-consuming and prone to human error than quantitative analysis

Question 3

Strengths - content analysis

Answer 3

• When the sources can be retained and accessed by others (recordings or films), the content analysis can be exactly replicated, as such the findings can be tested for reliability.
• Uses real-world sources of data such as adverts, conversations or interviews meaning that findings are grounded in natural behaviour, meaning the findings are likely to be representative of real life

Question 4

Weaknesses - content analysis

Answer 4

• Observer bias may reduce the objectivity and validity of the findings because different observers may interpret the meaning of different categories differently.
• Cannot describe causality of how behaviours or attitudes are displayed in the artefacts, as content analysis merely describes data.