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    Content Analysis Mamalias

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    Trangia Plaza Michelle

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    © All Rights Reserved
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    Content Analysis Mamalias

    Uploaded by

    Trangia Plaza Michelle
    2 views17 pages

    Original Title

    CONTENT_ANALYSIS_MAMALIAS

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    2 views17 pages

    Content Analysis Mamalias

    Uploaded by

    Trangia Plaza Michelle

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    of 17

    Understanding

    Content Analysis
    (FIELD METHODS IN PSYCHOLOGY)
    Contents: 1 Overview

    2 Description

    3 Uses of Content Analysis

    4 Types of Content Analysis

    5 Reliability and Validity

    6 Advantages of Content Analysis

    7 Disadvantages of Content Analysis


    Overview
    Content analysis is a research tool used
    to determine the presence of certain words,
    themes, or concepts within some given
    qualitative data (i.e. text).
    Using content analysis, researchers can
    quantify and analyze the presence, meanings,
    and relationships of certain words, themes, or
    concepts.
    Description
    Sources of Data
    Interviews, open-ended questions, field
    research notes, conversations, or literally any
    occurrence of communicative language (such
    as books, essays, discussions, newspaper
    headlines, speeches, media, and historical
    documents).
    Definitions
    “Any technique for making inferences by systematically and
    1 objectively identifying special characteristics of messages.” (from
    Holsti, 1968)

    “An interpretive and naturalistic approach. It is both observational

    2
    and narrative in nature and relies less on the experimental
    elements normally associated with scientific research (reliability,
    validity, and generalizability) (from Ethnography, Observational
    Research, and Narrative Inquiry, 1994-2012).

    “A research technique for the objective, systematic and quantitative


    3 description of the manifest content of communication.” (from
    Berelson, 1952)
    Uses of Content
    Analysis
    Identify the intentions, focus, or communication trends of an individual,
    group, or institution
    Describe attitudinal and behavioral responses to communications
    Determine the psychological or emotional state of persons or groups
    Reveal international differences in communication content
    Reveal patterns in communication content
    Pre-test and improve an intervention or survey prior to the launch
    Analyze focus group interviews and open-ended questions to complement
    quantitative data
    Types of Content Analysis
    Conceptual Analysis Relational Analysis
    Conceptual analysis determines Relational analysis develops the
    the existence and frequency of conceptual analysis further by
    concepts in a text. examining the relationships
    among concepts in a text.

    Each type of analysis may lead to different results, conclusions, interpretations and meanings.
    Conceptual
    Analysis
    Relational analysis begins like conceptual analysis,
    where a concept is chosen for examination.
    However, the analysis involves exploring the
    relationships between concepts.
    Individual concepts are viewed as having no
    inherent meaning and rather the meaning is a
    product of the relationships among concepts.

    Therefore, coding of implicit terms involves using a dictionary or contextual


    translation rules or both.
    General steps for conducting a
    conceptual content analysis:
    1 Decide the level of analysis

    Decide how many concepts to code for: develop a pre-defined or


    2 interactive set of categories or concepts.

    Decide whether to code for existence or frequency of a concept.


    3 The decision changes the coding process.

    4 Decide on how you will distinguish among concepts:


    General steps for conducting a
    conceptual content analysis:
    5 Develop rules for coding your texts.

    6 Decide what to do with irrelevant information:

    7 Code the text: This can be done by hand or by using software.

    Analyze your results: Draw conclusions and generalizations where


    8 possible.
    Relational
    Analysis
    A concept is chosen for examination and the
    analysis involves quantifying and counting its
    presence.
    The main goal is to examine the occurrence of
    selected terms in the data.
    Terms may be explicit or implicit. Explicit terms
    are easy to identify. Coding of implicit terms is
    more complicated: you need to decide the level of
    implication and base judgments on subjectivity
    (an issue for reliability and validity).

    Therefore, coding of implicit terms involves using a dictionary or contextual


    translation rules or both.
    Three subcategories of relational
    analysis:
    1 Affect extraction: an emotional evaluation of concepts explicit in a
    text.

    Proximity analysis: an evaluation of the co-occurrence of explicit


    2 concepts in the text.

    Cognitive mapping: a visualization technique for either affect


    3 extraction or proximity analysis.
    General steps for conducting a
    relational content analysis:
    1 Determine the type of analysis.

    2 Reduce the text to categories and code for words or patterns.

    Explore the relationship between concepts: once the words are coded, the text can
    be analyzed for the following:

    Strength of relationship: the degree to which two or more concepts are related.
    3 Sign of relationship: are concepts positively or negatively related to each
    other?
    Direction of relationship: the types of relationship that categories exhibit. For
    example, “X implies Y” or “X occurs before Y” or “if X then Y” or if X is the
    primary motivator of Y.
    General steps for conducting a
    relational content analysis:
    4 Code the relationships

    5 Perform statistical analyses

    6 Map out representations


    Reliability and Validity
    Reliability Validity

    1. Stability 1. Closeness of categories


    2. Reproducibility 2. Conclusions
    3. Accuracy 3. Generalizability of the
    results to a theory
    Advantages & Disadvantages
    Advantages
    Directly examines communication using text Disadvantages
    Allows for both qualitative and quantitative analysis
    Provides valuable historical and cultural insights Can be extremely time consuming
    over time Is subject to increased error, particularly when
    Allows a closeness to data relational analysis is used to attain a higher level of
    Coded form of the text can be statistically analyzed interpretation
    Unobtrusive means of analyzing interactions Is often devoid of theoretical base, or attempts too
    Provides insight into complex models of human liberally to draw meaningful inferences about the
    thought and language use relationships and impacts implied in a study
    When done well, is considered a relatively “exact” Is inherently reductive, particularly when dealing
    research method with complex texts
    Content analysis is a readily-understood and an Tends too often to simply consist of word counts
    inexpensive research method Often disregards the context that produced the text,
    A more powerful tool when combined with other as well as the state of things after the text is
    research methods such as interviews, observation, produced
    and use of archival records. It is very useful for Can be difficult to automate or computerize
    analyzing historical material, especially for
    documenting trends over time.
    Thank you!

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