Analysing Qualitative Data – Content Analysis

• What are the two methods of analyzing qualitative data mentioned?

  Content analysis and thematic analysis
• What is content analysis used for?

  • Analyzing qualitative data
  • Transforming qualitative data into quantitative data
  • Quantifying patterns in communication
• What types of media can be analyzed using content analysis?

  Newspapers, films, adverts, and speeches
• How might a psychologist use content analysis in media?

  To find gender stereotypes in adverts
• What are the five types of texts in content analysis?

  1. Written text (books, papers)
  2. Oral text (speech, performance)
  3. Iconic text (drawings, paintings)
  4. Audio-visual text (TV, movies)
  5. Hypertexts (Internet texts)
• What is the purpose of coding data in content analysis?

  To categorize and quantify the data
• Why is it important to define categories in content analysis?

  To ensure clarity and mutual exclusivity
• What is inter-rater reliability in content analysis?

  Consistency of results between different researchers
• What are the strengths and weaknesses of content analysis?

  Strengths:

  • Can quantify patterns in communication
  • Allows for systematic sampling

  
  

  Weaknesses:

  • Observer bias may occur
  • Subjectivity in interpreting categories
• What is the first step in thematic analysis?

  Transcribing the data
• How does a researcher identify themes in thematic analysis?

  By repeatedly reading the data
• What might a researcher do after identifying themes in thematic analysis?

  Annotate the transcript with shorthand codes
• What is a strength of thematic analysis?

  • High ecological validity
  • Based on real and relevant materials
• What is a weakness of thematic analysis?

  • Unscientific and open to researcher bias
  • Subjective nature may influence outcomes