Content & Thematic Analysis

• Content analysis is a method used to analyse qualitative data (non-numerical data). In its most common form, it is a technique that allows a researcher to take qualitative data and to transform it into quantitative data (numerical data).
• Content analysis is a method of changing qualitative data into quantitative data (e.g., literature, speeches or television programmes), so that it can be statistically analysed or used descriptively.
• Content analysis can be used for data in many different formats, for example, interview transcripts, film, and audio recordings.
• The researcher conducting a content analysis will use coding units in their work. They can create a summary of results from these at the end.
• A content analysis is a reliable way to analyse qualitative data as the coding units are not open to interpretation and are therefore applied in the same way over time and with different researchers.
• Cause and effect cannot be assumed in a content analysis as it is only a summary of the information provided not why it occurred.
• Thematic analysis is a method for analysing qualitative data that involves identifying and reporting patterns within the material to be analysed.
• A content analysis may use thematic analysis to highlight patterns or trends in the data.
• Content analyses can be subjective methods as the researcher may only highlight areas of interest in the qualitative data.
• When using thematic analysis, the themes identified can be used to support or challenge existing theories, with specific examples of data or quotes being used as supporting evidence.
• Content analyses and thematic analyses are often used in Clinical Psychology and Developmental Psychology.
• Content analyses are useful for showing trends in behaviour, particularly when investigating child development. This gives researchers a valid picture of behaviour.