RM: Content analysis Flashcards

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1
Q

What is content analysis?

A

Type of observational research where people are studied indirectly through the way that they communicate

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2
Q

What does content analysis include?

A

Spoken interaction, written forms and examples from media

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3
Q

What is coding?

A

First stage of content analysis where large amounts of data are categorised into meaningful units

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4
Q

What is an example of coding?

A

Counting how many times a particular word is said

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5
Q

What type of data does coding produce?

A

Quantitative data

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6
Q

What is thematic analysis?

A

A qualitative form of content which produces descriptive themes

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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
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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
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