Use of content analysis as a research method.
Analysis of qualitative data using thematic analysis.
Content analysis refers to the process in which presentations of behaviour or qualitative data from self-reports are analysed.
In order to achieve this, researchers need to establish their aims and hypotheses and familiarise themselves with data so that a suitable coding system can be developed. Once suitable codes have been identified, the researcher can then systematically re-analyse the data to identify examples of each code which could then be tallied.
Whenever content analyses are carried out, data needs to be consulted a number of times, initially to identify codes/ themes and again (as many times as required) to refine and count instances of these.
Offers a method to analyse a variety of forms of data including media and self-report methods so that insights into cultural trends and experiences can be understood.
The identification of suitable themes and codes is subjective and decided by the researcher alone, meaning that conclusions lack any scrutiny or objectivity
An alternative to content analysis which converts qualitative data into quantitative data, is to use thematic analysis.
Thematic analysis is a method for analysing qualitative data that involves identifying and reporting patterns within the material to be analysed. The material to be analysed might be a diary, TV advertisements, or interview transcripts.
Once data is transcribed (where necessary) data is reviewed repeatedly so that the researcher can identify trends in the meaning conveyed by language.
The themes identified are re-analysed so that they become more refined and relevant and given short hand codes. The researcher can then annotate the transcript with the codes that have been identified.
The themes identified can be used to support or challenge existing theories, with specific examples of data or quotes being used as supporting evidence.
Explain one weakness of content analysis. (2) January 2017
Describe how Rendi could analyse the data gathered from the open questions in her interviews. (2) October 2017 (P1)
Researchers were asked to plan a study to test whether children’s television programmes showed positive or negative role model behaviour. Describe how the researchers could carry out a content analysis for their study. (4) January 2017
Mateo investigated gender stereotypes in advertisements. He decided to carry out a content analysis on advertisements that appear on television. Describe how Mateo may have carried out his content analysis. (4) October 2017
Describe how Jayant would carry out a thematic analysis on his qualitative data. (4) October 2018