AO3 - Content and Thematic Analysis

• One strength of a thematic/content analysis is that it is easy to assess the reliability of the findings and conclusions because other researchers can access the materials and use the coding system, to ensure findings are consistent (inter-rater reliability).
• One weakness of a thematic/content analysis is that it has potential researcher bias as the content that confirms the researcher’s hypothesis is more likely to be identified and recorded compared to the content that contradicts their aims and expectations. This lowers the internal validity of the analysis.