content analysis

• What is the main focus of the video on research methods in psychology?

  Content analysis
• What can quantitative data be used to create?

  Tables, charts, averages, and statistics
• What is content analysis used for?

  To analyze qualitative data in words
• What is an artifact in the context of content analysis?

  Things humans make
• What is the first step in conducting a content analysis?

  Deciding the research question
• What are coding units in content analysis?

  Examples of behavior being recorded
• Why is operationalization important in content analysis?

  To define categories for precise measurement
• What was the focus of the study by Waynforth and Dunbar in 1995?

  Mate choice in sexual relationships
• What does the evolutionary theory suggest about mate choice?

  Men and women have different reproductive strategies
• How many lonely heart adverts were analyzed in the study?

  881 adverts
• What coding frames were used for physical attractiveness?

  Terms like athletic, attractive, and fit
• What did the study find about men's preferences in mates?

  Men looked for significantly younger mates
• How did women’s preferences differ from men’s in the study?

  Women looked for significantly older mates
• What is the purpose of conducting a content analysis?

  To convert qualitative data into quantitative data
• What is the first step in conducting a content analysis?

  Deciding measurable categories to record
• What is test-retest reliability in content analysis?

  Running the analysis again on the same data
• What does inter-rater reliability involve?

  Two researchers analyzing the same data separately
• What correlation coefficient is generally accepted for reliability?

  0.8
• What is a strength of content analysis in psychological research?

  High external validity from real artifacts
• What is a limitation of content analysis?

  Possibility of observer bias
• What is thematic analysis?

  A variation that discovers deeper meanings
• How does thematic analysis differ from content analysis?

  It identifies emergent themes from data
• What are the strengths and weaknesses of content analysis?

  Strengths:

  • High external validity
  • Easy to access existing data
  • Possible replication by other researchers

  
  

  Weaknesses:

  • Observer bias
  • Lack of validity in data
  • Data may not be truthful
• What are the steps in conducting a content analysis?

  1. Decide measurable categories
  2. Collect data
  3. Tally occurrences of categories
  4. Check reliability (test-retest, inter-rater)
• What is the role of patrons in supporting psych boost?

  • Support development of research methods unit
  • Enable part-time teaching for content creation
  • Access to exclusive tutorial videos and resources