content analysis Flashcards
(3 cards)
1
Q
what is content analysis
A
involves creating a list of categories or themes then reviewing the qualitative data tallying each time a theme or category occurs.
it is a way of transforming qual data into quan data
2
Q
what are the stages of content analysis
A
sampling adverts and articles
pilot study to familiarise urself with material
look at common themes and generate coding categories
go through data and tally when the coding category is met
compare the tallys in the coding catagories
generate a conclusion
3
Q
disadvantage of content analysis
A
it can be interpreted differently by different researchers
taking original data out of context may lead to it being misinterpreted
