Content Analysis

• Content Analysis


  Indirect observational method used to analyse human behaviour through artefacts
• Content analysis is usually qualitative data transformed into quantitative data
• Content Analysis Procedure:

  • Decide on Research question
  • Select a sample
  • Select a coding
  • Work through sample (tally)
  • Data analysis (patterns)
• Coding


  Decision of categories/coding units to be recorded, operationalised to reduce subject interpretation
• Test-Retest Reliability


  Run the same test again on the same sample and compare results
• Inter-rater Reliability


  2nd psychologist runs sample, and compares results using a statistical test of correlation
• (+) A03: Artefacts not made for Research

  Artefacts have high external validity as they weren't meant for a specific aim, making the results generalisable and replicable
• (-) A03: Subjective


  Can have researcher bias that supports pre-existing beliefs, and may contain errors that cant be controlled