Yr 2 Research Methods: Content Analysis
- Created by: miss_t2000
- Created on: 05-04-19 22:45
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- Yr2 Research Methods: CONTENT ANALYSIS
- Content Analysis
- an observer makes observations indirectly through books, films, advertisements and photographs
- Sampling methods
- should each page be analysed, or only periodic ones?
- should comparisons be made between randomly selected texts or ones with a certain characteristic?
- Data Coding
- the process of coding data introduces behavioural categories,
- may involve thematic analysis
- Representation or Data
- behavioural category data can be recorded in two ways
- examples of each category may be described (qualitative data)
- instances of each category may be recorded (quantitative data)
- Thematic Analysis
- one issue with qualitative data is the difficulty in summarising it
- quantitative data can be easily summarised with measures of dispersion and central tendency
- qualitative data is summarised using repeated theme analysis
- thematic analysis is time consuming and iterative
- Main Intentions
- impose some order on the data
- ensure that the order is representative of the participants' perceptions
- ensure order emerges from data, not pre-conceptions
- to reduce and summarise extensive data
- to enable identification of themes and general conclusions
- Evaluation
- Strengths
- high ecological validity
- replicable and reliable
- sources can be obtained and accessed by other researchers
- means content anaysis can be replicated and the reliability can be checked and retsted
- Limitations
- Observer bias
- reduces the objectivity and validity of findings
- different observers may interpret different behavioural categories differently
- Cultural bias
- content analysis is likely to be affected by culture
- interpretation of verbal or written text will be affected by the language and culture of the observers
- Observer bias
- Strengths
- Content Analysis
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