Content Analysis

• What is content analysis?

  Indirect observational method
• What does content analysis analyze?

  Human behaviour through artefacts
• What types of human artefacts are analyzed in content analysis?

  Written words and transcripts
• What are the steps to perform content analysis?

  1. Research question: Decide key focus
  2. Sample selection: Randomly or systematically
  3. Coding: Decide categories/coding units
  4. Data processing: Tally occurrences in data
  5. Data analysis: Quantitative analysis to identify patterns
• What is the first step in performing content analysis?

  Decide key focus
• How can samples be selected in content analysis?

  Randomly or systematically
• Give an example of a sample that can be used in content analysis.

  Diary entries or tweets
• What is involved in the coding step of content analysis?

  Deciding categories or coding units
• What is the purpose of data processing in content analysis?

  Tally occurrences in data
• What type of analysis is performed during data analysis in content analysis?

  Quantitative analysis
• What does quantitative analysis in content analysis identify?

  Patterns in the data
• What are the methods for reliability testing in content analysis?

  1. Test-retest reliability: Repeat analysis and compare results
  2. Inter-rater reliability: Second rater performs analysis and compare outcomes
  3. Correlation test: Spearman's rho > 0.8 indicates reliability
• What does test-retest reliability involve?

  Repeating content analysis and comparing results
• What is inter-rater reliability?

  Second rater performs analysis and compares outcomes
• What does a Spearman's rho value greater than 0.8 indicate?

  Indicates reliability
• What are the strengths of content analysis?

  • External validity: Artefacts reflect real-world behaviour
  • Generalisability: Findings applicable to real life
  • Replicability: Easy to replicate with same categories/sample
• Why is external validity a strength of content analysis?

  Artefacts reflect real-world behaviour
• What does replicability in content analysis mean?

  Easy to replicate with same categories/sample
• What are the limitations of content analysis?

  • Subjectivity: Potential researcher/observer bias
  • Validity issues: Data not always accurate (e.g. diaries)
  • Historical records may lack consistency
• What is a limitation related to subjectivity in content analysis?

  Potential researcher or observer bias
• What validity issues can arise in content analysis?

  Data not always accurate, like diaries
• Why might historical records present validity issues in content analysis?

  They may lack consistency