Content analysis

Question 1

What is content analysis?

Answer 1

An observational research in which people are indirectly studied by examining communications and media (e.g. a presentation speech, emails, and TV programmes) they have produced.

Question 2

What are two stages of content analysis?

Answer 2

1. Coding (produce quantitative data)
2. Thematic analysis (produce qualitative data)

Question 3

What is coding?

Answer 3

The initial stage of content analysis which communication is analysed by identifying the number of times that a sentence or phrase was used.

Question 4

What is thematic analysis?

Answer 4

This involves identifying implicit or explicit ideas witihin the data. Identifying a theme (only emerges when data has been coded.

Question 5

What is a strength of content analysis?

Answer 5

The forms of communication such as TV and films already exist within the public domain. So there are no issues with getting permission (can get around with ethical issues)

Question 6

What is a limitation of content analysis?

Answer 6

May lack objectivity especially in more descriptive forms of thematic analysis