Content-Analysis

• content analysis

  - an indirect observational method that is used to analyse human behaviour, investigation through studying human artefacts

  - often qualitative data transformed into quantitative data
• performing a content analysis: 5 steps

  1: decide a research question

  2: select a sample - from a larger quantity of all possible data

  3: coding - decide on operationalised categories/coding units to be recorded (based on research question)

  4: work through the data - tally the number of times coding units appear

  5: data analysis - performed on the quantitative data
• test-retest reliability

  - run the content analysis again on the same sample and compare the 2 sets of data
• inter-rater reliability

  - a second rater also performs the content analysis, with the same set of data and the same behavioural categories

  - compare the two sets of data
• evaluation: content analysis

  - 'artefacts' are taken from the real world, easy to gather a sample and has high external validity/generalisability

  - the data used may not be an accurate depiction, as they were not originally created under controlled conditions
• thematic analysis

  - researchers start by attempting to identify the deeper meaning of the text by reading it first, and allowing themes to emerge
• performing a thematic analysis: 3 steps

  1: collect text/turn recordings into text through into text through transcription

  2: read text/transcripts first to spot patters that can be coded/collected

  3: re-read the transcripts/codes looking for emergent themes
• evaluation: thematic analysis

  - high external validity, easy to get a sample, easy to replicate

  - subjective interpretation, data not created in controlled conditions