Conetnt Analysis

Question 1

What content analysis?

Answer 1

Analysing the content of something

Question 2

Why is it different to other research methods?

Answer 2

It’s indirect

Question 3

What is frequency analysis?

Answer 3

The number of times certain words come up

Question 4

What is concordance analysis?

Answer 4

The number of times certain phrases come up

Question 5

What is interpretative analysis?

Answer 5

Reading the transcript several times, identify emergent themes, organise into clusters, produce a frequency table

Question 6

Strengths of content analysis

Answer 6

Very few ethical issues as no direct contact required (secondary data)
High ecological validity (based on real current communications)
Can be replicated by others

Question 7

Weaknesses of content analysis

Answer 7

Can be open to researcher bias (researcher analyses based on their opinion)
Written content can be misinterpreted (impossible to ask who wrote to explain)
Cause and effect cannot be established