Content and Thematic analysis

Question 1

What is content analysis ?

Answer 1

Where a researcher looks at the content of something and analyses it. Typically turning Qualitative data into Quantitative data.

Question 2

What does the researcher have to decide when doing content analysis ?

Answer 2

The sampling method, coding the data and a method of data representation.

Question 3

What is the 5 marker mark scheme when answering a question about Content Analysis ?

Answer 3

1) Data is collected
2) Researcher reads through or examines the data.
3) Researcher identifies coding units
4) Data is analysed by applying the coding units.
5) A tally is made of the number of times a coding unit appeared.

Question 4

Evaluation of Content Analysis : Strengths

Answer 4

• Has high ecological validity because it is based on observations of what people actually do.
• Can be replicable so therefore observations can be tested for reliability.

Question 5

Evaluation of Content Analysis : Limitations

Answer 5

• Observer bias reduces the objectivity and validity of findings because different observers may interpret the mean of behavioural categories differently.
• Affected by culture bias because interpretation of written content will be affected by the language and culture of the observer and behavioural categories.

Question 6

What is Thematic analysis ?

Answer 6

A way of analysing qualitative data. Themes or categories are identified and then data is organised according to these themes.

Question 7

What is the 5 marker mark scheme when answering a question about Thematic Analysis ?

Answer 7

1) View and review the data
2) Break the data into units
3) Asign labels or codes
4) Combine the units into larger themes
5) Check the themes apply to the new data set.

Question 8

Evaluation of Thematic analysis : Strengths

Question 9

Evaluation of Thematic analysis : Limitations

Answer 9

• Time consuming

Question 10

What is coding ?

Answer 10

The process of placing quantitative or qualitative data in categories.