Content analysis

• involves researchers establishing coding units before looking through the data, count up whenever a coding unit appears in the data
• turning qualitative data into quantitative data.
•  STRENGTHS

  • It can draw clearer conclusions from qualitative data.
  • allows us to test hypotheses about qualitative data.
  • far more objective and reliable than thematic analysis.
  • can test reliability of a content analysis via test-retest or inter-rater reliability
• WEAKNESS

  • still some subjectivity as different researchers may have different ideas on what coding unit a comment is defined as in the data