Types of analysis

Question 1

What is content analysis?

Answer 1

It is an indirect observation of behaviour within media that can produce both quantitive and qualitative data.

. For example , behaviours can be observed indirectly through:

• TV
• Written communication such as emails or texts
• Books / social media sites
• Radio

Question 2

Identify the 2 steps to carry out Content Analysis

Answer 2

1. Coding may produce quantitative data - This is the first stage of Content Analysis , where the chosen media is categorised into meaningful units. This could involve counting how many times a PARTICULAR word/phrase appears in the media to produce quantitative data.
2. Thematic analysis produces qualitative data - This is where a theme may be found , this tends to be more descriptive than coding units so data collected is qualitative.

Question 3

:) Content Analysis: Less ethical issues

Answer 3

The information that the researcher want to investigate is already in the public domain as its a form of media. There is no direct manipulation of participants in content analysis ie. Deception

Question 4

:) Content analysis: can produce both quantitative and qualitative data

Answer 4

you get detailed and descriptive information. Quantitative data can be easily analysed and compare.

Question 5

:( Content analysis: may be too subjective

Answer 5

The media is investigated indirectly so the context in which the media was produced which maybe misinterpreted by the researcher.

Question 6

:( Content Analysis: subjectivity is not scientific

Answer 6

there is a danger that researcher may attribute opinions and motivations to the writer that were not intended originally , and researchers opinions may differ about each information.