RM: Content analysis

Question 1

What is content analysis?

Answer 1

Type of observational research where people are studied indirectly through the way that they communicate

Question 2

What does content analysis include?

Answer 2

Spoken interaction, written forms and examples from media

Question 3

What is coding?

Answer 3

First stage of content analysis where large amounts of data are categorised into meaningful units

Question 4

What is an example of coding?

Answer 4

Counting how many times a particular word is said

Question 5

What type of data does coding produce?

Answer 5

Quantitative data

Question 6

What is thematic analysis?

Answer 6

A qualitative form of content which produces descriptive themes

Question 7

What are the strengths of content analysis?

Answer 7

• Not many ethical issues bc info is already out in public domain so no need to gain consent
• Flexible bc both quan and qual data can be produced and adapted to needs of study

Question 8

What are the limitations of content analysis?

Answer 8

• Communication is studied out of its context so motivations that are not intended may be attributed, reducing validity
• Lack of objectivity especially when descriptive forms of content analysis are used, reducing validity of any conclusion drawn