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Research Methods

Content analysis

  • 4 things to know
  • Paper 2

Overview

Turning qualitative material into analysable data, the stages of carrying out a content analysis, and its strengths and limitations.

What you need to know

Answer each one before you reveal it.

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Key term

What is content analysis?

Process

Outline the stages of carrying out a content analysis.

Evaluation

Give the strengths of content analysis.

Evaluation

Give the limitations of content analysis.

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    What is content analysis?

    Model answer

    A research method used to systematically analyse the content of written, verbal, or visual communication by categorising and quantifying its features.

  2. 2

    Name four types of media that content analysis can be applied to.

    Model answer

    Books, newspapers, television programmes, films, advertisements, speeches, and internet content (any four).

  3. 3

    What is the first step in conducting a content analysis?

    Model answer

    Select the media or communication to be analysed.

  4. 4

    After selecting the media source, what must a researcher develop before analysing the content?

    Model answer

    A coding system with clearly defined categories.

  5. 5

    Once coding categories are established, how does the researcher proceed through the material?

    Model answer

    Systematically work through the material applying the coding categories.

  6. 6

    What is the final step in the content analysis process after quantifying occurrences?

    Model answer

    Analyse the patterns in the data.

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