Content Analysis

Content Analysis

1. Content analysis

   • A kind of observational study, which is usually indirect
   • Involves decisions about sampling, coding the data (deciding on behavioural categories) and deciding on methods of representing the data (quantitative or qualitative)
   • Thematic analysis is an iterative process of identifying themes from a large amount of qualitative data
   • The themes are then used to represent the data either by counting instances or providing descriptive examples

2. Evaluation

   • High ecological validity
     • It is based on what people have actually done
   • Replication is possible to check reliability of observations
   • Observer bias reduces validity
   • Cultural bias due to personal interpretation