Content Analysis

• Content analysis = a technique used to convert qualitative data into quantitative data by analysing written forms of texts or other media forms
• Content Analysis

  • Useful at analysing forms of media/written texts
  • No direct involvement with participants
  • Has a set of coding criteria; look for criteria everytime it appears and tally when it appears
  • Need multiple coders for inter-rater reliability (0.8)
• Strength of Content Analysis

  • High external validity because data is already in real world (high mundane realism)
  • Produces large set of both quantitative & qualitative data that is easy to analyse
  • Easy replication
  • Because data is already public, ethical issues are avoided (confidentiality, informed consent, right of privacy)
• Weaknesses of Content Analysis

  • Observer bias (can be reduced/eliminated)
  • Content of choice to analyse can be biased
  • Interpretative Bias