Content Ananlysis

• 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?

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

  Examples of behavior being recorded
• Why is it important to operationalize coding units?

  To measure them as precisely as possible
• What is the classic study discussed in the video?

  Waynforth and Dunbar's 1995 study
• What was the focus of Waynforth and Dunbar's study?

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

  Women preferred significantly older mates
• What is the significance of the findings related to resources?

  Men showed off resources more than women
• What does a frequency table record in content analysis?

  The occurrence of operationalized categories
• What is test-retest reliability in content analysis?

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

  Two researchers analyze the same data separately
• What correlation coefficient indicates reliable data?

  0.8 or higher
• What is a strength of using real artifacts in content analysis?

  High external validity
• What is a potential weakness of content analysis?

  Possibility of observer bias
• What is thematic analysis?

  A flexible way to analyze qualitative data
• How does thematic analysis differ from content analysis?

  It discovers themes rather than using categories
• 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
  • Data may not be truthful
• What are the steps to conduct a content analysis?

  1. Decide measurable categories
  2. Collect and record data
  3. Tally occurrences of categories
  4. Check reliability (test-retest, inter-rater)
• What is the process of thematic analysis?

  1. Read text carefully
  2. Spot patterns for coding
  3. Identify emergent themes
  4. Develop theories post-analysis