content analysis

Question 1

what does content analysis involve?

Answer 1

studying human behaviour indirectly by studying things that we produce eg, adverts, newspapers

Question 2

how do you conduct a content analysis?

Answer 2

1) identify hypothesis
2) create a coding system based on what youre investigating
3) gather resources
4) conduct content analysis and record data in a table
5) analyse data which is descriptive and qualitative eg. thematic analysis
6) write up scientific report

Question 3

give strengths of content analysis

Answer 3

• strong external validity as data is in real world so high mundane realism
• produces large set of qualitative and quantitative data
• easy replication
• ethical issues are avoided

Question 4

give limitations of content analysis

Answer 4

• observer bias presented ~( needs inetr observer reliability)
• content of choice to analyse may be biased
• interprative bias