content analysis

• what is content analysis?

  • type of observational technique involving studying people indirectly through qualitative data (video recordings, written responses or drawings)
  • helps classify responses in a way which is systematic which allows clear conclusions to be drawn
  • helpful for research which would otherwise be unethical as the data is always released into the public domain
• why is it important for researchers to have their research questions formulated?

  • so they know exactly what content their analysis will focus on
  • research hers must familiarise themselves with the data before conducting any analysis so they're confident their coding system is appropriate for the task
• coding

  • transferring qualitative data into quantitative
  • involves the researcher developing categories for the data to be classified
  • qualitative data can be extensive so coding can be helpful in reaching conclusions about the data
• thematic analysis

  • helps to identify themes (feeling depressed) throughout qualitative data
  • produce further qualitative data but much more refined
• evaluating content analysis and thematic analysis

  +high ecological validity as many analysis are basing conclusions from real life behaviour

  -content analysis produces very subjective findings - researcher may interpret something differently to how a they were intended due to their own judgements or biases