Content Analysis

• What is the focus of the video on research methods in psychology?

  Content analysis
• What is a key advantage of quantitative data?

  It allows for tables, charts, and statistics
• What is content analysis used for?

  To analyze qualitative data in a quantitative way
• What is an artifact in the context of content analysis?

  Things humans make
• What types of materials can be analyzed in content analysis?

  Diary entries, tweets, children's books
• What are coding units in content analysis?

  Examples of behavior linked to research questions
• Why must coding units be operationalized?

  To ensure precise measurement and recording
• Who conducted a notable content analysis in 1995?

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

  Theories of 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, cute, 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 does the data suggest about men and women regarding resources?

  Men showed off resources more than women
• What is the first step in conducting a content analysis?

  Decide on the research question
• What is the purpose of tallying in content analysis?

  To record the frequency of categories
• What is test-retest reliability in content analysis?

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

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

  0.8 or higher
• What is a strength of content analysis regarding external validity?

  It reflects real behavior through artifacts
• Why is content analysis easy to sample?

  Data already exists and is accessible
• What is a potential weakness of content analysis?

  It may suffer from observer bias
• What is thematic analysis?

  A variation that discovers deeper meanings in text
• How does thematic analysis differ from content analysis?

  It identifies emergent themes rather than 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 may occur
  • Lacks validity due to non-research data
  • May not reflect truthful records
• What are the steps to conduct a content analysis?

  1. Decide on measurable categories
  2. Collect relevant content
  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