Qualitative analysis

• Content analysis- a qualitative method that allows to analyse content eg: texts, tv, film & other media analysing qualitative data.
• Coding is the stage of content analysis which the communication to be studied is analysed by identifying each instance of the chosen categories.
• Thematic analysis is an inductive and qualitative approach to analysis that involves identifying implicit or explicit ideas within the data. Themes will often emerge once the data has been coded.
• P- One strength of content analysis is that they offer rich, detailed insights on a topic, rather than a numerical overview.
• E- For example, content analysis can be performed on interview scripts of given topics, which allows the recording of in depth responses from participants for consideration in drawing conclusions.
• L- In some fields, this might be more appropriate than collecting data from questionnaires and performing a statistical analysis to draw conclusions.