Research Methods - Content Analysis
- Created by: barbara_x.o
- Created on: 26-02-20 09:06
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- Content Analysis
- Specific type of observation - we observe & analyse the content of things produced by people
- e.g. TV shows, magazines, websites, ads etc.
- 'Artefact' - made by people
- Researcher is aiming to identify patterns and trends, and to describe the content in a systematic way so that conclusions can be drawn.
- e.g. a researcher might want to analyse content of car adverts, to see if men and women are portrayed differently
- Indirect observation - as you observing ppl through artefacts
- Sample: Artefacts that need to be representative
- Coding: Researcher has to create coding system, which breaks down the info into categories
- Quantitative Analysis: Researcher has to tally up each time a behaviour occurs
- Qualitative Analysis: Researcher has categories and chooses a particular example to illustrate the category
- Results: The researcher then looks at the data he has collected, and draws conclusions
- Qualitative Analysis: Researcher has categories and chooses a particular example to illustrate the category
- Quantitative Analysis: Researcher has to tally up each time a behaviour occurs
- Coding: Researcher has to create coding system, which breaks down the info into categories
- Specific type of observation - we observe & analyse the content of things produced by people
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