content analysis

• content analysis:

  • observational technique.
  • qualitative data.
  • helps classify responses systematically
  • is useful in conducting unethical research, data is already in the public domain.
• coding:

  • develops categories for the data to be classified in
  • qual data - quant data
  • will highlight research, write comments in margin and then classify data through the comments, will operationalise the categories when every time the behaviour occurs.
• thematic analysis:

  • identify themes within qual data.
  • is like coding, whereas behaviour is categories by theme and not behaviour.
• $limitations :$

  • findings can be subjective, may interpret something other than the original context.
  • cultural differences may contribute.
• $strengths :$

  • high ecological validity, observations are made of real life behaviours.