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. 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. 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. 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. 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. 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. 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. 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
