Content Analysis

Content Analysis: Psychology Definition

Content analysis is an observational method used to analyse qualitative data, such as identifying words, themes and concepts and converting them into quantitative data. Once done, inferential tests are carried out to learn more about patterns and trends in the data.

Fig. 1 - Content analysis is a method used to analyse qualitative data to identify themes and convert them into quantitative data.

Researchers typically look for specific characteristics or traits to help answer a question or test their hypothesis when analysing data. Certain aspects of the data must reflect their tests; this is where content analysis comes in.

Qualitative Content Analysis

Researchers can use content analysis for various data collection methods as long as it generates qualitative data. Some examples of data collection methods include:

• Interviews.

• Observations.

• Speeches.

• Diaries.

• Letters.

Content Analysis Psychology: Stages

There are several steps researchers must follow when using content analysis as a data analysis method. We describe these below.

Stage 1 – Researchers must prepare the data, i.e. transcribe or format it in some way to analyse it.

Stage 2 – Determining how to measure data, i.e., the units of measurement. These may be words, phrases, or topics highlighted each time they appear in the text.

Stage 3 – Determining codes and the coding system. The researcher identifies common themes in the phenomenon and decides what to include in their analysis. These are predefined words or themes highlighted each time they appear in the text.

Stage 4 – Testing the coding sample on an excerpt of the text. It is similar to a pilot study and allows the researcher to determine if the coding system is a valid measure of the phenomenon and if adjustments are needed.

Stage 5 – Coding the text. Researchers convert the data from qualitative to quantitative. I.e., by tallying how frequent the theme is observed.

Stage 6 – Checking the reliability of the coding system and the data. Researchers need to ensure that if the same data is coded again, similar results will be reported. It is good to have more than one person do the coding and compare their results to see if they are similar, which indicates high reliability.

Stage 7 – Using the coded data for inferential statistics and concluding whether the data support or negate the proposed hypothesis.

Stage 8 – The final stage is to report the results and draw conclusions.

Content Analysis Example

The following example is based on a research scenario that uses semi-structured interviews to investigate children's levels of aggression and loneliness six months after being adopted.

Stage 1 – The data must be prepared.

Stage 2 – Determining how to measure data.

Stage 3 – Determining codes and the coding system.

Fig. 2 - In content analysis, themes are tallied to quantify qualitative data.

Stage 4 – Testing the coding sample on an excerpt of the text.

Stage 5 – Coding the text.

Stage 6 – Checking the reliability of the coding system and the data.

Stages 7 and 8 – Using the coded data for inferential statistics, reporting the results and drawing conclusions.

These are the basic steps of conducting a content analysis. However, they may vary from research to research as there is no standard procedure when conducting content analysis.

Content Analysis Evaluation

The use of content analysis is widespread in psychological research. There are many advantages to using this data analysis method. However, there are also disadvantages to consider when using this method. Researchers must keep these in mind to determine if the data analysis method is appropriate.If researchers determine that the method is inappropriate for their research, using the wrong method may invalidate or omit important information in their results. For example, if their research is better suited to another qualitative data analysis method, such as thematic analysis.

The strengths of content analysis are:

• The quantitative data allow for easier comparison of results and identification and reporting of observed trends.

• It can have high reliability because the process is standardised, and steps are taken to increase the reliability, e.g. the analysis of two or more observers is compared.

• It is a relatively cheap method.

However, the weaknesses of content analysis are:

• Researchers may omit vital data if it does not fit into the predetermined theme.

• It is challenging to remain objective in this method:
  • There is an increased risk that the researcher's bias will influence the analysis, affecting the validity of the results. Researchers may actively try to find specific content and neglect or ignore other content in the hope of searching for relevant content.

• The context of the data is usually cut out, which can lead to misinterpretation and reduce the validity of the results. When we take out the context, the meaning can change drastically.

Content Analysis vs Thematic Analysis

Content analysis is an analysis method for identifying words, themes, and concepts in qualitative data and converting them into quantitative data.

The two types of analysis differ: content analysis quantifies qualitative data (converts it from qualitative to quantitative), while thematic analysis produces qualitative data.

The analysis type the researcher uses depends on the data they are looking for.