content analysis

Question 1

what is content analysis ?

Answer 1

• usually carried out on secondary data
• form of indirect observation, aren’t observing the person directly but indirectly through artefact (picture, songs, magazines)
• researchers quantify and analyse, presence, meanings and relationships of words and concepts.

Question 2

how to conduct content analysis?

Answer 2

to conduct content analysis on any media its coded or broken down into manageable categories on a variety of levels.
1. sampling method
2. behaviour categories

Question 3

inter observer reliability

Answer 3

refers to the degree to which different raters give consistent estimates of the same behaviour

Question 4

advantages?

Answer 4

• represents the true complexities of human nature therefore high ecological validity
• findings can be replicated because data cab be accessed by other people

Question 5

disadvantages?

Answer 5

• in converting qualitative to quantitative data may loose some of the complexities and richness of the data
• subjective analysis can lead to biased interpretations by researcher
• observer bias may interpret meaning of the behavioural category differently