Content Analysis

What is content analysis?

Analysing the content of media or documents. The researcher creates a coding system for categories to be used in analysis and then applies them to the material.

what type of data does CA produce?

Quantitative

what kind of data is used for content analysis?

Tweets

Diary entries

what is the four step procedure involved in content analysis?

1- select a research question

2- select a sample of material

3- create a coding system/CA schedule

4- apply to the sample/tally each time a behaviour occurs

what are strengths of CA?

Helpful when conducting research that would be considered unethical

explicit consent is not required

high ecological validity

what are limitations of CA?

findings can be subjective as we researcher may interpret something said in a different manner from how they were intended

cultural differences may contribute to inconsistent interpretation of behaviour coding

this decreases validity