Content analysis
Studies human behaviour indirectly by observing human artefacts
Qualitative data →quantitative data
● Objective
● Trends
For data in different formats eg. interview transcripts, film, and audio recordings.
way we structure our society and about our values, prejudices
Manifest content: what the text seems to be about "on the surface"
Latent content: what the text is really about when you dig "beneath the
surface", its hidden values
categorising the data
Themes are broader than categories
prior expectations of what you are looking for
top-down approach, having decided in advance what categories to look for.
Studies human behaviour indirectly by observing human artefacts
Qualitative data →quantitative data
● Objective
● Trends
For data in different formats eg. interview transcripts, film, and audio recordings.
way we structure our society and about our values, prejudices
Manifest content: what the text seems to be about "on the surface"
Latent content: what the text is really about when you dig "beneath the
surface", its hidden values
categorising the data
Themes are broader than categories
prior expectations of what you are looking for
top-down approach, having decided in advance what categories to look for.
