RESEARCH METHODS - Content Analysis
- Created by: EmilyEther
- Created on: 02-04-19 13:23
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- Content Analysis
- General
- analysis of some form of media - books, film, adverts etc
- CODING: process of placing quan and qual data in categories
- can be: turning qual into quan data
- Two types
- quantitative analysis - analyse content to produce quantitative data. using categories of content (need to operalationalised)
- eg. looking at book, counting women shown doing traditional roles (cooking, cleaning etc), 2nd category - women doing untrad roles, then men doing trad and untrad
- thematic - picking out themes in content, more subtle, produces qualitative info, quotes which reflect theme
- time consuming and tricky, but once themes = identified, can be made into quantitative
- quantitative analysis - analyse content to produce quantitative data. using categories of content (need to operalationalised)
- Sampling method
- a kind of sampling for researchers - every 5th page of a book etc
- selecting - comparing content by random selection or certain characteristics (eg, genres)
- sampling for ads? - every 30 seconds etc
- Thematic sampling
- difficult to summarise qual data (no measures of central tendency)
- lengthy process - every item is considered and data gone through repeatedly
- Evaluation (A03)
- high ecological val - based on observations and current things
- when sources can be replicaed and therefore observations can be tested for reliability
- observer bias reduces objectivity and validty of findings
- likely to be culture biased: verbal / written content is affected by culture of observer and behaviour categories used
- General
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