Presenting And Analysing Qualitative Data

Question 1

What is content analysis

Answer 1

Type of observational research allowing them to indirectly study something that had been produced (newspaper, tv show)
Aims to analyse the communication in order to detect trends to make conclusions

Question 2

Evaluation of content analysis

Answer 2

High external validity - as analysing material that is consumed in everyday life
Can research sensitive topics without requiring consent
May not take into account the motivation of the people that made it in the first hand which weakens the validity
Can be interpreted differently by different researchers

Question 3

What is coding

Answer 3

Generates quantitative data
Data categorised into units for the purpose of analysis
Example when studying portrayal of gender in tv adverts look for aggression, domestic behaviours

Question 4

What is thematic analysis

Answer 4

Generates qualitative data
Reoccurring themes will be identified using coding these will then be describe in great detail