The analysis of the content of a artefact such as a book. It is an indirect observation, making it a non-experimental method. The researcher decides on a sampling technique and behavioural categories to group the data into and analyse.
What are the strengths of content analysis?
+High ecological validity as it observes real situations
+Sources like books are easy to replicate the findings from
+Uses existing data so no need to recruit participants
What are the weaknesses of content analysis?
-Observer/researcher bias may lead to behavioural categories being interpreteddifferently
-Ethical concerns if personal data is analysed without consent
