content analysis

• Content analysis is a form of systematic indirect observation, where a person analysing some pre-existing artefact to draw conclusions.
• Behavioural categories generation

  The researcher will use or create a list of clear, operationalised behavioural categories that can be used as a tally chart during observation.

  The categories should be distinct and not overlap. A pilot study will likely be used to test the coding system.
• Coding of artefact

  The researcher will then observe the artefact, recording each behaviour (using either time or event sampling) in the tally chart. Ideally a team of researchers would do this to establish inter-rater reliability.
• Analysis of data

  After any observation, frequencies can be counted and analysed turning qualitative data into quantitative. Researchers may do comparisons between the artefacts such as before vs after a change.
• Strengths of content analysis:

  • Easy to carry out
  • Operationalised and is easy to analyse as it provides quantitative data
  • Based on genuine articles and communications therefore has good ecological validity.
  • Systematic and therefore enables replication
• Weaknesses of content analysis:

  • Behavioural categories may be subjective- therefore findings may not reliable.
  • Lacks detail and reasoning (reductionism)