Content and thematic analysis

• What is Content analysis?

  A method of quantifying qualitative data via coding.

  • Can include words, themes, characters, time, space
• What is a strength of content analysis?

  Easy application

  • Easy, inexpensive, non-invasive
• What is a strength of content analysis?

  Compliments other methods

  • Verifies results from other methods (e.g., assessing trends over time)
• What is a strength of content analysis?

  Reliable

  • Easy to replicate under the same materials
• What is a limitation of content analysis?

  Descriptive

  • Doesn't reveal underlying reasons for behaviour/attitudes
• What is a limitation of content analysis?

  Flawed results

  • Results might not represent reality (e.g. negative results get more attention than positive results)
• What is Thematic analysis?

  A method of organizing and analysing themes within data.
• Steps of thematic analysis