content analysis

What is content analysis used for?

To analyse qualitative (non-numerical) data and convert it into quantitative (numerical) data.

What types of sources can be analysed using content analysis?

Interview transcripts, diary entries, films, and articles.

What are two ways content analysis can be done?

1) Frequency analysis – how many times a certain word appears.

2) Concordance analysis – how many times a phrase appears.

What must be created before carrying out a content analysis?

A coding system.

What is thematic analysis?

An alternative to content analysis that first assesses the source/material for common themes. These themes are then coded.

Give two strengths of content/thematic analysis.

1) Good for studying and analysing qualitative data in a numerical way.

2) Enables researchers to analyse things like emotions and feelings.

Give two weaknesses of content/thematic analysis.

1) Not very scientific – coding and analysis can be subjective (low inter-rater reliability).

2) Difficult to establish general laws and principles from.