023 | Content Analysis |
The systematic description of form and content of written, spoken, or visual materials expressed in themes, patterns, and counts
- Content analysis provides an established and systematic technique for dealing with qualitative data.
- In inductive content analysis, the categories or codes are derived from a systematic reading of a sample set of the materials to be analyzed.
- In deductive content analysis, codes or categories are derived beforehand, often based on a theoretical framework.
- Content analysis can identify themes and patterns in the data, including how dominantly they are represented.
- Outcomes can be quantitative, counting occurrences of the words, phrases, images, or concepts.
- The method also examines form and structure of communication: for example, scale and location of images or the font and type size of text.
- For smaller sample sets, content analysis can be done manually; for larger sets, software is available.
See alsoAffinity Diagramming • Thematic Networks • Word Clouds
Content analysis helps you extract themes and make meaning out of unstructured information, often with the help of software. Shown: Word tree from NVivo 9.
Published with permission from QSR International
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