7. content analysis Flashcards
what is a content analysis
the process of changing qualitative data into quantitative data
to turn written or visual information into numbers
you need to count how many times the chosen coding occurs
what is involved in a coding unit
the coding unit can be top down and decided before the content analysis ( using a pre-existing coding scheme validated by previous research)
or bottom up where it is decided after you have viewed material and picked up on recurring events
what is a coding unit
specific behaviors/ actions/ words/ phrases you are going to count in the material being analysed
eg word or phrase, semantic category, specific behaviors
benefits of content analysis
analyses large amounts of qualitative behavior quickly and systematically
computer softwares that can sift through information for you and count words
easy to analyse large amounts of data gives more representative results on a specific topic
problems with content analysis
potential bias
researcher may chose only data specific that supports their hypothesis
reduces internal validity of the results so not be an accurate representation of what’s being measured
not be accurately analysed
material could be ambiguous if it doesn’t fit nicely into any coding units
results may not be an accurate representation of what’s being measured
reduces internal validity
what is and what’s included in a case study
an in-depth study over time of a ‘case’ which is usually a single individual or group
gathered information via interviews, observation, psychological tests, analysis records
research focused on a particular aspect of behavior
insight into personal experiences lead to new avenues of research
advantages of a case study
rich and interesting data is gathered
provide data that has a high degree of realism
eg important information gathered from individuals like Clive wearing on the brain who suffered from brain damage
allows us to study thigs that we can’t study ethically in an experiment
eg Koluchovas’s study of Czech twins who suffered privation locked in a cupboard
sensitive areas need to be studied to give true insight into human behavior but case studies may contradict each other
disadvantages of a case study
low reliability
findings are unlikely to be replicated or similar so it is difficult to generalise findings
relies on participants memory being accurate
findings may be subjective
based on lengthy in depth research, interviews a observations
findings will be a personal view and likely to be biased by the researcher
findings lack validity
what is a pilot study
a small scale study, carried out with a restricted number of participants who won’t take part in the study itself
aims to make sure material the researcher is planning to use are suitable to identify potential problems with the procedure
carried out whichever method is used, feedback provided by those taking part in pilot study useful in adapting the study when necessary
benefits of carrying out a pilot study
consistent experience increases reliability
good internal validity once issues are overcome
saves time and money
