Investigation into qualitative (non-numerical) data, most typically a recording of participants. The analysis becomes quantitative (numerical)
How does it do from qualitative - quantitative? - Content Analysis
Film / gather content
Watch the content
Form behavioural categories and give examples (social behaviour; talking, laughing, smiling. OR Aggression; frowning, shouting, hitting)
Watch again and tally
Using multiple observes compare responses = inter-rater reliability (creates high correlation 0.8 correlation coefficient = strong level of agreement = AIM).
What are the benefits?- Content Analysis
Recording can be rewatched - to increase accuracy and check reliability, allowing researchers to verify whether their initial interpretations are consistent over time.
No time pressure - can rewatch/pause recordings - allows for a more thorough examination & careful consideration of content. Helpful as content analysis often involves analysing complex or extensive material. Reduces chance of errors or misinterpretations.
What are the limitations?- Content Analysis
Only a snap-shot of behaviour. Only captures behaviour at a particular point in time, which may:
Not provide a complete/accurate view of behaviour over time.
Not capture the full complexity or context of the behaviour being studied
= decreases validity
Define thematic analysis + compare
Similar to a content analysis, but the data remains qualitative.
The researcher is looking for themes in content and writing about them.
Write up doesn’t go into tally, it says in sentences, themes.
(+)More in-depth and detail nature, capture meaning of study.
