Content analysis

• content analysis is a technique used to change qualitative data into quantitative data using pre-defined codes or categories
• HOW:

  1. come up with pre-defined codes or categories that you will look out for
  2. read the qualitative data
  3. keep a tally for each code/category
  4. compare numbers between conditions
• Content analysis A03: STRENGTH

  I: high ecological validity

  E: data often comes form pre-existing data in the real world like dating profiles can be analysed to see if there are gender differences in what people look for in a partner

  C: conclusions can be generalised to the real world
• Content analysis A03: WEAKNESS

  I: lacks objectivity

  E: turning qualitative data into quantitative data is often subjective

  C: each researcher may have a different interpretation of the codes this means conclusions could be affected by the researcher's biases which lowers internal validity
• Thematic analysis:

  Involves looking through the data + identifying specific themes that reoccur

  Conduct:

  1. read the interviews - may need to transcribe the interview first
  2. identify common themes
  3. write up the common themes, using quotes from the interviews as evidence
• Thematic analysis A03: STRENGTH

  I: high ecological validity

  E: data often comes from pre-existing data in the real world e.g. interviews with violent offenders

  C: conclusions can be generalised to the real world e.g. interviews with violent offenders can be transcribed
• Thematic analysis A03: WEAKNESS

  I: lacks objectivity

  E: the choices of themes and interpretation can be subjective as two different researchers may choose different themes when using the same interview

  C: each researcher may have a slightly different interpretation of the data and create different themes which lowers the internal validity