RM: Content analysis Flashcards
1
Q
What is content analysis?
A
Type of observational research where people are studied indirectly through the way that they communicate
2
Q
What does content analysis include?
A
Spoken interaction, written forms and examples from media
3
Q
What is coding?
A
First stage of content analysis where large amounts of data are categorised into meaningful units
4
Q
What is an example of coding?
A
Counting how many times a particular word is said
5
Q
What type of data does coding produce?
A
Quantitative data
6
Q
What is thematic analysis?
A
A qualitative form of content which produces descriptive themes
7
Q
What are the strengths of content analysis?
A
- Not many ethical issues bc info is already out in public domain so no need to gain consent
- Flexible bc both quan and qual data can be produced and adapted to needs of study
8
Q
What are the limitations of content analysis?
A
- Communication is studied out of its context so motivations that are not intended may be attributed, reducing validity
- Lack of objectivity especially when descriptive forms of content analysis are used, reducing validity of any conclusion drawn