Yr 2 Research Methods: Content Analysis

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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


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