themes- Ideas that appear consistently in a set of data
in thematic analysis researchers read data over and over and came up with codes when familiar with data, content analysis researchers decide on coding units before reading data
thematic analysis analyses written data, content analysis analyses written data and other forms of data e.g. audiorecordings
in thematic analysis, researchers label data using codes and categorise these into themes, content analysis use categories called coding units and count up instances of each coding unit
thematic analysis involves writing report where they interpret themes but in content analysis, end up with count for number of times each coding unit appeared which is quantitative, nominal data
