4.2.3.2 CONTENT ANALYSIS AND CODING

Question 1

what is coding?

Answer 1

when the researcher places qualitative data into categories

Question 2

what is content analysis?

Answer 2

a method used to analyse qualitative data

• most common form = is a technique that allows a researcher to take qualitative data and to transform it into a quantitative data

Question 3

what is the procedure for a content analysis?

Answer 3

Question 4

what are three strengths of content analysis?

Answer 4

1) reliable way to analyse qualitative data as the coding units aren’t open to interpretation and so applied in the same way over time and with different researchers

2) it’s an easy technique to use and is not too time consuming

3) allows a statistical analysis to be conducted if required as there’s usually quantitative data as a result of the procedure

Question 5

what’s two weaknesses of content analysis?

Answer 5

1) causality cannot be established as it merely describes the data

2) only describes the data it cannot extract any deeper meaning or explanation for the data patterns arising