Coding in Content Analysis

Explain what content analysis is

Content analysis is a systematic research technique for analysing qualitative data according

to themes or categories. It typically involves converting qualitative data (non-numerical data)

into quantitative data (numerical data) by placing it into categories so instances can be

counted. The method can analyse transcripts from spoken data, texts such as newspapers

and books and live data such as advertisements, TV programmes and films.

Explain coding in content analysis

: is the process of placing qualitative data in behavioural

categories. Coding units are generated from the aim and are similar to the behavioural

categories in an observation. For example, if investigating antisocial behaviour in music

videos, the coding units (behavioural categories) could be fighting, use of guns, and

swearing. The number of times these instances of behaviour appear would be counted.

Explain the process of content analysis

1. Read, watch and/or listen to the source material that is to be analysed.

2. Identify important categories which emerge from the data.

3. Give examples of possible categories

4. Work through the material again to analyse the source material by tallying the number of

occurrences of each of the categories.

5. Comparisons can be made between categories/different sources.

Evaluate the strengths of content analysis

1. High Ecological Validity: Analysis is based on what people say, do or the material they have

created. The material being analysed is therefore presented in an everyday context.

2. Replicability: Providing the coding procedure is standardised and operationalised, the

method can be easily replicated. Inter-rater reliability can therefore be used to check if the

findings are reliable.

Evaluate the limitations of content analysis

1. Investigator Bias: If the coding system is poorly standardised or operationalised, different

researchers may subjectively analyse the material in ways that conform to their

expectations.

2. Temporal Validity: If the researcher analysing the material is from an era that is different

to the time period when material was created, they may misunderstand the data leading

to an inaccurate analysis.

Explain how to improve reliability of content analysis

The coding system should be standardised to ensure the procedure can be used in the same

way by multiple researchers or to check the reliability of the analysis through replication.

Explain how to improve validity of content analysis

Internal Validity: The categories chosen should be operationalised and mutually exclusive to

avoid bias and to ensure the source material is being accurately referenced.

External Validity: Temporal validity may be an issue if the source material from a previous

era is interpreted in a different way by researchers of a later era. It is important to understand

the norms of the earlier cultural period or only source material from the current era is

selected.