A03

• Why is content analysis considered to have high external validity?

  It studies material in the public domain
• What types of data can content analysis produce?

  Qualitative and quantitative data
• What is a strength of content analysis in psychological research?

  It circumvents many ethical issues
• What are the limitations of content analysis?

  • Indirect study of people
  • Analysis outside original context
  • Risk of misattributing opinions
  • Potential lack of objectivity
• What is a danger of analyzing communications in content analysis?

  Misattributing opinions and motivations
• What do modern analysts acknowledge in their research process?

  Influence of their own biases
• What is reflexivity in the context of content analysis?

  Referencing biases in the final report
• How does thematic analysis affect the objectivity of content analysis?

  It may reduce objectivity in findings
• What is content analysis?

  A research method for analyzing communication
• What types of materials can be analyzed in content analysis?

  TV adverts, films, personal ads
• How does consent relate to the use of sensitive data in content analysis?

  Authors must consent for data use
• Why is context important in content analysis?

  It affects the interpretation of communications