an observation study in which behaviour is observed indirectly in written or verbal material using categories
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what is done by?
.past materials such as video types, books, painting and advertisements
.sampling method is selected- time/event sampling
.behavioural categories are decided
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what must operationalisation have?
behavioural categories and must be objective
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what is the process of doing content analysis?
data collected- researcher examines data, researcher identifies behavioural categories, data is analysed by applying b.c- a tally is then made
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what info can come out of content analysis?
quantitative and qualitative info
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what are the strengths of content analysis?
+high ecological validity as its based on observations of what people do
+when sources can be retained easily, this allows for replication and test reliability
+no ethical issues as info is already published/ accessible
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what are the limitations?
-observer bias could reduce objectivity and validity of findings as observers may still interpret meanings of bc differently
-culture bias can occur as they may interpret info based on their culture
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what is thematic analysis?
a form of content analysis that analyses data, researchers identify meaningful themes that are then coded to each category, the simple codes are then combined into larger themes which are more descriptive and detailed.
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what info does this result in?
qualitative
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what are the strengths of thematic analysis?
what are the limitations of thematic analysis?
(same as content analysis)
-observer bias (same point as c.a)
-can lack objectivity as it's qualitative info
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Other cards in this set
Card 2
Front
what is done by?
Back
.past materials such as video types, books, painting and advertisements
.sampling method is selected- time/event sampling
.behavioural categories are decided
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