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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 such certain words, themes, or concepts.
Content analysis is a research technique used to make replicable and valid inferences by interpreting and coding textual material. By systematically evaluating texts (e.g., documents, oral communication, and graphics), qualitative data can be converted into quantitative data.
Three different definition of content analysis are provided below.
Definition 1: “Any technique for making inferences by systematically and objectively identifying special characteristics of messages.” (from Holsti, 1968)
Definition 2: “An interpretive and naturalistic approach. It is both observational 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).
Definition 3: “A research technique for the objective, systematic and quantitative description of the manifest content of communication.” (from Berelson, 1952)
https://www.mailman.columbia.edu/research/population-health-methods/content-analysis
. The ten steps of content analysis
The ten step of content analysis are:
1) Copy and read through the transcript - make brief notes in the margin when interesting or relevant information is found
2) Go through the notes made in the margins and list the different types of information found
3) Read through the list and categorise each item in a way that offers a description of what it is about
4) Identify whether or not the categories can be linked any way and list them as major categories (or themes) and / or minor categories (or themes)
5) Compare and contrast the various major and minor categories
6) If there is more than one transcript, repeat the first five stages again for each transcript
7) When you have done the above with all of the transcripts, collect all of the categories or themes and examine each in detail and consider if it fits and its relevance
8) Once all the transcript data is categorised into minor and major categories/themes, review in order to ensure that the information is categorised as it should be.
9) Review all of the categories and ascertain whether some categories can be merged or if some need to them be sub-categorised
10) Return to the original transcripts and ensure that all the information that needs to be categorised has been so.
The process of content analysis is lengthy and may require the researcher to go over and over the data to ensure they have done a thorough job of analysis
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