Content Analysis

Question 1

Content Analysis

Answer 1

indirect observational method that is used to analyse behaviour, investigating through studying human artefacts.

Question 2

Artefacts Used

Answer 2

Can be wide ranging from spoken interactions, media, and social media.

Question 3

Aim of Content Analysis

Answer 3

To summaries and describe artefacts in a systematic so overall conclusions can be drawn about human behaviour. Faster and more consistent. Transforms qualitative data into quantitative data.

Question 4

Process of Content Analysis

Answer 4

1. Decide a research question
2. Select a sample from a large quantity of possible data.
3. Decide on operationalised coding units to be recorded (based on question).
4. Read the sample and tally number of time pre-determined category occurred.
5. Perform data analysis on quantitative data to look for patterns.

Question 5

Thematic Analysis

Answer 5

researchers start by attempting to identity deeper meaning of the text by reading it first and allowing themes to emerge. Transforms qualitative data into qualitative data.

Question 6

Process of Thematic Analysis

Answer 6

1. Collect text/turn recording into text through transcription.
2. Read texts to spot patterns that can be coded and collected.
3. Re-read test looking for emerging themes.
4. Collect new data and see if original themes and categories can explain new data adequately to test validity.

Question 7

Weakness (S)

Answer 7

Subjective interpretation.
Need to interpret subjective text.
Lead to researcher bias and interpret in way that fits pre-existing views.
However… more modern analysists disclose any potential bias so if there is any then reader aware and replications can take place.

Question 8

Strength

Answer 8

Replicable.
Should be able to replicate using same system.
Operationalised them so reduces subjective interpretation which will help to see if consistent.

Question 9

Weakness (C)

Answer 9

Not created in controlled conditions.
Data created for other purposes.
Little control over variables and may not be entirely accurate as was just for themselves so lacks validity.

Question 10

Other Strength

Answer 10

ecological validity as artefacts taken from real world, easy to gather sample as not ethical issues.

Question 11

Other Weaknesses

Answer 11

informed consent may be needed to access more sensitive information.