Content Analysis
- Created by: MollyGeehan
- Created on: 06-11-18 09:54
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- Research Methods - Content Analysis
- Content Analysis
- indirect study of behaviour by examining communications that people produce
- e.g. texts, emails, TV, film & other media
- aim: summarise & describe communication in systematic way, conclusions can be drawn
- e.g. texts, emails, TV, film & other media
- indirect study of behaviour by examining communications that people produce
- Coding
- initial stage of content analysis
- communication being studied = analysed by identifying chosen categories
- e.g. words, sentences & phrases etc
- some data sets being analysed are large
- e.g. words, sentences & phrases etc
- communication being studied = analysed by identifying chosen categories
- initial stage of content analysis
- Thematic analysis
- inductive & qualitative approach
- identifying implicit/ explicit ideas in the data
- themes will emerge when date coded
- explicit/ implicit... recurrent; keeps 'cropping up'
- once researcher happy, may collect new data to test validity
- themes will emerge when date coded
- identifying implicit/ explicit ideas in the data
- inductive & qualitative approach
- Strengths
- circumnavigate many ethical issues
- material they might want to study may already exists
- e.g. conversation by text has benefit of being in high external validity
- flexible - produce qualitative and quantitative data depending on aims of research
- Weaknesses
- people studied indirectly - communication is analysed outside of context
- researcher may attribute opinions/ motivations to speaker which were not intended
- suffer a lack of objectivity
- researcher bias
- Content Analysis
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