Content Analysis

• What is content analysis?

  • A technique for analyzing data according to themes or categories
  • Involves studying communications instead of people
  • Can be quantitative or qualitative
• What types of materials can be analyzed in content analysis?

  Newspapers, interview transcripts, adverts
• What is the purpose of thematic analysis?

  To identify themes or patterns in qualitative data
• How is thematic analysis carried out?

  1. Read and reread the transcript
  2. Break data into meaningful sections
  3. Code each unit with relevant themes
  4. Combine codes into larger generalized themes
• What are the steps to conduct a quantitative content analysis?

  1. Sampling: Decide what will be sampled
  2. Familiarise: Read over the sample
  3. Coding: Define behavioral categories
  4. Collect Data: Tally occurrences
  5. Draw Conclusions
• Why is coding important in content analysis?

  Coding creates behavioral categories for examination
• What are the advantages and disadvantages of content analysis?

  Advantages:

  • No social desirability bias
  • High ecological validity

  
  

  Disadvantages:

  • Time-consuming
  • Potential for observer bias
• How can the validity and reliability of a content analysis be improved?

  • Use double-blind methods for validity
  • Have multiple observers for reliability
  • Use the same coding sheet