evaluating content analysis

Question 1

strength of content analysis (ethical)

Answer 1

-useful so it can circumnavigate many of the ethical issues normally associated w psychological research
-material an analysist may want to study already exists within the public domain
-no issues w obtaining permission

Question 2

strength of content analysis (reliability and qualitativity)

Answer 2

-qualitative data, so in depth and highlights context through analysis, underlying messages quantitative data wld miss rather than just how often they occur
-clear coding units, increase objectivity
-ensure findings consistent and can be replicated easily to establish inter rater reliability

Question 3

weakness of content analysis (validity)

Answer 3

-risk of misinterpretation and over simplification of complex behaviours (ambiguity)
-not accurately reflect true meanings behind process being studied (can be subjective as to what group you class it in)

Question 4

weakness of content analysis (individual biases and preconceptions)

Answer 4

-introduce subjective systematic errors that comprise the validity and objectivity
-personal beliefs can skew identification of themes and may focus unconsciously only on data that supports their pre-existing theories ignoring or undervaluing contradictory evidence
-may interpret ambiguous data in a way that confirms their hypothesis leading to inaccurate conclusions