Content Analysis

  • Created by: 0045253
  • Created on: 01-06-22 15:59
View mindmap
  • Content Analysis
    • research technique that enables the indirect study of behaviour by examining various forms of media.
      • It is a statistical process that involves categorising and quantifying events and behaviour as they are recorded 
    • Procedure
      • 1. Get to know the data thoroughly: this requires reading/viewing the material a number of times before there is any attempt at analysis.
      • 2. The researcher then devises a checklist of themes and coding units. The coding units should be clearly operationalised. 
      • 3. The researcher then returns to the original data and codes it, the material to be studied is analysed by identifying each instance of the chosen category. 
      • 4. The researcher will count or tally the number of examples in each category, coding is a process by which quantitative data is derived from qualitative data
      • 5. The quantitative data can then be statistically analysed. ·    
      • 6. The researcher may ask another psychologist to carry out the same content analysis to check the reliability of their analysis.
      • High external validity as it is based on what people actually do
      • Can be replicated as the data can be retained and accessed by other researchers
      • Allows investigation of situations it would be unethical to create as the material may already exist 
      • Subjective - judgement is needed to define categories and coding units and when interpreting the material. 
        • This can be overcome with reflexivity – whereby the researcher makes it clear how their own preconceptions may have influenced the research
      • Reducing data removes detail and reduces the richness of the data set


No comments have yet been made

Similar Psychology resources:

See all Psychology resources »See all Data analysis resources »