Content Analysis
- Created by: 0045253
- Created on: 01-06-22 15:59
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- Content Analysis
- research technique that enables the indirect study
of behaviour by examining various forms of media.
- It is a statistical process that involves categorising and quantifying events and behaviour as they are recorded
- Procedure
- 1. Get to know the data thoroughly: this requires reading/viewing the material a number of times before there is any attempt at analysis.
- 2. The researcher then devises a checklist of themes and coding units. The coding units should be clearly operationalised.
- 3. The researcher then returns to the original data and codes it, the material to be studied is analysed by identifying each instance of the chosen category.
- 4. The researcher will count or tally the number of examples in each category, coding is a process by which quantitative data is derived from qualitative data
- 5. The quantitative data can then be statistically analysed. ·
- 6. The researcher may ask another psychologist to carry out the same content analysis to check the reliability of their analysis.
- STRENGTH
- High external validity as it is based on what people actually do
- Can be replicated as the data can be retained and accessed by other researchers
- Allows investigation of situations it would be unethical to create as the material may already exist
- WEAKNESS
- Subjective - judgement is needed to define categories and coding
units and when interpreting the material.
- This can be overcome with reflexivity – whereby the researcher makes it clear how their own preconceptions may have influenced the research
- Reducing data removes detail and reduces the richness of the data set
- Subjective - judgement is needed to define categories and coding
units and when interpreting the material.
- research technique that enables the indirect study
of behaviour by examining various forms of media.
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