content analysis and coding Flashcards
What is content analysis?
Content analysis is a research technique used to analyse qualitative data by transforming it into quantitative data using systematic coding and categorisation.
What kind of data is suitable for content analysis?
Any qualitative data, such as transcripts, diaries, videos, social media posts, newspapers, interviews, etc.
What is coding in content analysis?
Coding involves identifying and labelling recurring words, themes, or categories within the data to enable systematic analysis. This may be done manually or using software.
What are the two main types of data that content analysis can produce?
• Quantitative data (e.g., frequency counts)
• Qualitative data (e.g., themes or patterns interpreted in detail)
Give an example of how coding might be used in content analysis.
A researcher analysing interview transcripts might code for the number of times participants mention “stress,” “family,” or “sleep,” and then quantify those themes.
What are thematic analysis and how is it related to content analysis?
Thematic analysis is a type of content analysis that focuses on identifying, analysing, and interpreting patterns of meaning (themes) in qualitative data.
What are strengths of content analysis?
• Allows study of real-life communication (high ecological validity)
• Flexible — both quantitative and qualitative data
• Can be applied to historical data
• Ethical if using publicly available material
What are limitations of content analysis?
• Risk of subjectivity in interpretation of themes (low reliability if not clear coding scheme)
• Descriptive, not explanatory — doesn’t explain why patterns occur
• May overlook context and deeper meanings of content
What is inter-rater reliability and how is it important in content analysis?
Inter-rater reliability is the degree of agreement between two or more coders. It ensures consistency in how categories are applied.
How can you improve reliability in content analysis?
• Use a clear and operationalised coding scheme
• Train coders thoroughly
• Conduct a pilot content analysis
• Check inter-rater reliability
What is a coding frame?
A structured set of categories or themes used to systematically code qualitative data. Must be clearly defined to avoid ambiguity.
How should you approach an exam question asking for a content analysis design?
• Clearly state source of data
• Define aim of analysis
• Describe how you’d code data (e.g., count specific behaviours or themes)
• Consider ethical issues, reliability, and whether the data is public or private
Why might a psychologist choose content analysis over a lab experiment?
Content analysis allows study of naturally occurring behaviour and existing data, increasing ecological validity. It’s less invasive and suitable for sensitive topics.
What ethical issues may arise in content analysis?
• If analysing private material, consent is required.
• Confidentiality must be preserved.
• Public content (e.g., tweets, newspaper articles) generally does not require consent.
What common error do students make when discussing content analysis (according to examiner reports)?
Students often fail to differentiate content analysis from general observation or qualitative analysis. They must refer to coding, frequency counts, or theme development to gain marks.
