Content analysis

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Content analysis

  1. 1. Content Analysis (Qualitative analysis)
  2. 2. Objectives To be able to identify advantages and disadvantages of dealing with qualitative data To be able to describe content analysis Complete a content analysis of stimulus material To be able to evaluate to use of content analysis
  3. 3. First things first... What is qualitative data? Give an example of qualitative data Identify one advantage of qualitative data Identify one disadvantage of qualitative data
  4. 4. Content Analysis • Changing qualitative data into quantitative data (numbers) • Uses a rating/coding system • Identify a theme and create a coding system before the real research takes place
  5. 5. Doing content analysis 1. Examine sample materials 2. Create a list of categories (these should reflect the aim of the research) 3. Work through the material counting how often each of the categories appears 4. Examine the categories and frequencies looking for patterns and themes 5. Draw conclusions about human behaviour
  6. 6. Doing content analysis Aim – to establish differences between male and female adverts Devise a tally chart with the categories you’ve selected from your stimulus material Draw conclusions regarding the patterns/themes
  7. 7. Content Analysis – Any good? Take a moment in your pairs and think about any of the merits and drawbacks that content analysis has. Be prepared to feedback!
  8. 8. Content Analysis – A02 ADVANTAGES • Useful for gathering information from a range of areas (e.g. Drawings, film/book content, diaries etc) • High ecological validity as typically people will be talking about their real feelings and experiences DISADVANTAGES • Time consuming • Prone to bias and subjectivity • Information can be lost due to poor selection of categories
  9. 9. Objectives To be able to identify advantages and disadvantages of dealing with qualitative data To be able to describe content analysis Complete a content analysis of stimulus material To be able to evaluate to use of content analysis

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