CONTENT ANALYSIS

CONTENT ANALYSIS

1. CONETENT ANALYISIS : involves analysing content of something then converting it from qualitative data into quantitative data so it can be analysed statistically . for this to be done the researcher has to identify a number of coding categories , they can either be pre-existing or emergent. these categories are then used to sort data by counting how many times each category occurs. once its in numerical form, the researcher analyses the data using quantataive analysis

2. ADVANTAGES

   • once the data is in quantitative form the data can easily be analysed, content analysis is useful for analysing transcripts of interviews, speeches, advertisments, children books, tv programess etc

3. DISADVANTAGES

   • it is very important that the coding categories are clear and that allocation of material to specific categories is consistent (inter-rater reliability) one way of achieving this is to ask a second person to compare the outcome