Content Analysis

CONTENT ANALYSIS

A kind of observational study, which is usually indirect.

It involves decisions about sampling, coding the data (deciding on behavioural categories) and deciding on methods of representing the data (quantitative or qualitative).

Thematic Analysis

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.

Evaluation

- High ecological data, based on what people have actually done.

- Replication possible to check reliability of observations.

- Observer bias reduces validity.

- Cultural bias due to personal interpretation.