Research Methods - Content Analysis

Question 1

content analysis is used to do what to what data?

Answer 1

to quantify qualitative data

Question 2

content analysis

Answer 2

researcher analyses written, verbal and visual communication numerically using a pre-determined set of categories

Question 3

key characteristics of content analysis

Answer 3

quantative focus
systematic coding
objectivity + reliability
application

Question 3

quantitative focus

Answer 3

counting the frequency of specific words, phrases or themes in the data

Question 4

systematic coding

Answer 4

researchers predetermine a coding scheme of categories based on their research Qs or hypothesis

Question 5

objectivity + reliability

Answer 5

content analysis aims to be objective with clear definitions and category rules to ensure consistency and reliability across codes and categories

Question 6

application

Answer 6

analysis of interview transcripts, open ended survey responses, and historical document analysis

Question 7

the procedure for content analysis

Answer 7

1 a sample of materials is examined by at least two separate researchers (inter-rater reliability)
2 reading/looking over the material leads to the identification of suitable/relevant categories
3 categories are then agreed on and operationalised
4 coding occurs by 2 different researchers separately reading back over the material and counting the frequency in which it occurs
5 the frequencies are tallied by each researcher and compared and checked for inter-rater reliability

Question 8

strengths of content analysis

Answer 8

useful to gather data from a wide range of areas -high ecological validity
many ethical issues are avoided - data that may be studied can be public domain E.G. TV
reliable as it is replicable (due to codes)

Question 9

limitation of content analysis

Answer 9

time consuming to operationalise and find themes
system can be biased by researchers