Data Collection & Analysis: Content Analysis

1. Data Collection & Analysis: Content Analysis .Liza Meluddin .NurulHazwani.Afinah Abu & .SetiAminah “a childhood behavior disorder characterized by aggressive and destructive activities that cause disruptions in the child's natural environments such as home, school or the neighborhood” 11M1302 11M1304 11M1305 11M1308

2. Content Analysis It is a “systematic, replicabletechnique for compressing many words of text into fewer content categories based on explicit rules of coding.” —Berelson, 1952

3. Content Analysis “A method used to classify selected parts/units of written text into themes, concepts and meaning” — Holsti, 1969.

4. Content Analysis • The purpose of analysing any data is to find meaningand main issues within that data. Carrying out a content analysis onto data is done by systematically arranging and presenting the information. • Research method used to investigateor exploretext selected and narrow it down to key issues, trendsand patterns. • It is a set of procedures for collecting and organising information in a standard, systematic form.

5. To reveal the focusof individual, group, institutional or social attention APPLICATIONSofCONTENT ANALYSIS • To determine psychological states of persons or groups • To reflect cultural patterns and beliefs • To describe themes, trends, goals or other characteristics in communication content • To analyze open endedsurvey data

6. State your Research Question. Knowing what you want to look for helps you to stay focused. • Step 1 • State Your Research Question Procedure • The choice of content must justify what the researcher is looking for

7. Example: “Weight Loss Ad” • My Research Question: to find out what people are looking for in a weight-loss product by listing what satisfy them

8. Transform data into written text. E.g. interview transcripts • Step 2 • Select Your Sample of Text Material (Data) Procedure • The choice of content must justify what the researcher is looking for

9. Example: “Weight Loss Ad” • The data: Testimonials from SIX customers (transcribed into text)

10. Before beginning any analysis, it is important to examine your data. • Step 3 • Read & Review Data Procedure

14. Step 4 • Unit of Analysis can be specific words, phrases or themes that correspond directly to what you are looking for • Define your “Coding Units” and Categories Procedure • Categories: group of words, phrases or themes of similar meanings

15. Unit of Analysis • Lost weight • Younger • Health • Decrease in size

16. Categories Lost weight • weight loss • down pounds • lost pounds • no longer fat

17. Categories Health • blood pressure • healthier • cholesterol

18. Categories Decrease in size • inches gone • lost inches • lost stomach

19. Step 5 • Highlight the keywords (units) found in your text/content and place them in relevant category • Coding Process Procedure • Keep a tally sheet as you code your content.

20. Tally Sheet

21. Tally Sheet

22. Tally Sheet: Emergent Units

23. Interpret and analyse your findings. • Step 6 • Interpret & Report Findings Procedure • Investigate main issues and the focuses of the population

24. Qualities people look for in a weight-loss product • Without exercise • Weight Loss • Look better • No more hunger • Feel Confident • Health • Youth • Decrease in size

25. Types of Content Analysis

26. Type A QUANTITATIVE CONTENT ANALYSIS (QCA) VS ETHNOGRAPHIC CONTENT ANALYSIS (ECA)

28. METHODS IN QUANTITATIVE CONTENT ANALYSIS (QCA)

29. To verify theoretical relationships • The reflexive and highly interactive nature of the investigator, concepts, data collection and analysis • To document and understand the communication of meaning • Provides good descriptive information. • ECA

30. METHODS IN ETHNOGRAPHIC CONTENT ANALYSIS (ECA)

32. Conventional Content Analysis ` - generally used with a study design to describe a phenomenon • - appropriate when existing theory or research literature on a phenomenon is limited

33. ADVANTAGES - gaining direct information from study participants without imposing preconceived categories or theoretical perspectives

34. DISADVANTAGES - failing to develop a complete understanding of the context, thus failing to identify key categories. - can easily be confused with other qualitative methods such as grounded theory method (GTM) or phenomenology.

35. Directed Content Analysis ` - Researcher uses existing theory or prior research (can help focus the research question) - To validate or extend conceptually a theoretical framework or theory. - to determine the initial coding scheme or relationships between codes

36. Summative Content Analysis ` - Identifying and quantifying certain words or content in text with the purpose of understanding the contextual use of words of content - Data analysis begins with searches for occurrences of the identified words by hand or by computer - Word frequency counts for each identified term are calculated, with source or speaker also identified

37. ADVANTAGES - unobtrusive and nonreactive way to study the phenomenon of interest - provides basic insights into how words are actually used.

38. Major Coding Differences Among Three Approaches to Content Analysis

39. Emergent vs. a priori

43. Conceptual and relational analysis

45. COMPUTER SOFTWARE FOR CONTENT ANALYSIS

48. Articles

49. Article 1: A Feminist Analysis of Seventeen Magazine: Content Analysis from 1945 to 1995 (Schlenker‚ Caron & Halteman)