content analysis

• what is content analysis?

  technique used for analysing qualitative data

  can be placed into categories & counted - quantitative

  can be analysed in themes - qualitative
• 2 types of content analysis?

  1. coding
  2. thematic analysis
• process of coding?

  1. familiarise yourself with the data
  2. look for repeated pieces of info to create categories(words/actions)
  3. re read data
  4. count number of times each category occurs (quantitative)
  5. compare the findings from each category
• process of thematic analysis?

  1. familiarise yourself with the data
  2. look for general themes linking with the overall topic of investigation
  3. identify quotes for each theme
  4. describe the findings using the themes & examples
  5. KEEPS DATA QUALITATIVE
• name 2 strengths of content analysis?

  1. more ethical
  2. high ecological validity
• name 2 weaknesses of content analysis?

  1. lacks objectivity
  2. only descriptive not explained
• * being ethical ?

  content is already in public domain (newspapers,internet) so there is no issue with obtaining permission from others

  * credible - does not break ethical guidelines
• * high ecological validity?

  based on real life behaviours such as diary enteries/articles so gives rich detail data

  * valid - data is realistic & reflective of true human experiences so can be generalised to wider population
• X lacking objectivity?

  based on subjective opinions

  requires researcher to create their own categories & deicde whether the content fits into them

  could lead to researcher bias

  ? valid - results are less likely to be accurate & more biased
• only descriptive X for content analysis?

  shows us common behaviour & themes but does not explain why it occurs

  ? valid - requires further research to find reasons for the behaviour so is impractical as it would be time consuming & not cost effective
• what is thematic analysis?

  method of analysing qualitative data by identifying reoccuring themes

  keeps data qualitative
• role of peer review?

  1. to determine whether to award research funding
  2. to make sure research has high validity & reliability
  3. to retain integrity of psychological research
• define peer review?

  • conducted before research is published
  • report is reviewed by independent psychologists in similar field
  • look for originality/significance/validity
  • they decide:
  • to see whether report should be published
  • to assess appropriateness of methods used
  • to suggest author makes revisions before re-submitting