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Advantages and Disadvantages of Using Content Analysis
Content analysis is one of the most applicable methods in social sciences (Berg and Lune, 2011; Weber, 1990). One of the major advantages of this method is that it “operates directly on text or transcripts of human communications” which, in its turn, enables the researcher to better understand people’s behavior, motives, inclinations, attitudes, etc. (Weber, 1990, p. 10).
Such analysis can help to identify behavioral patterns of people. Another advantage of this method is its thoroughness. The method presupposes the use of qualitative as well as quantitative methods of data analysis. This helps to eliminate possible bias.
As for disadvantages of the content analysis, this method is quite time and effort consuming. Conducting interviews requires considerable time. Analysis of transcripts and text often requires a lot of time as well.
Some argue that this method can result in biased data as the researcher can single out erroneous content units (Berg and Lune, 2011). However, there are various methods to avoid any bias so the data should be checked, which requires time. So, the major disadvantage of the method is its being time consuming.
Units of Analysis
The unit of analysis is the smallest meaningful unit analyzed by the researcher. The unit of analysis can be a word, a word sense, a sentence or a theme (Weber, 1990). For instance, the researcher can focus on words. This type of analysis can be implemented with the help of software.
However, due to multiple meanings of words, the program can draw erroneous conclusions. Therefore, another type of analysis can be more effective, i.e. word sense analysis. This analysis focuses on certain meanings of the words and this can ensure that texts will be analyzed properly.
One more unit of analysis is the sentence. The researcher can be interested in particular phrases that the interviewee uses. Thus, the researchers will be able to evaluate connotations of the interviewee’s words (positive, negative). This will help the researcher to understand the interviewee’s attitude towards this or that phenomenon or event.
Themes can also be extracted from the text. Thus, the researcher will focus on major points mentioned by the interviewee. The choice of the type of the unit depends on the objectives of analysis. Thus, the researcher can be interested in certain words used by the interviewee, or it is necessary to understand the interviewee’s attitude towards some phenomenon.
Advantages and Disadvantages of Using Software
As has been mentioned above, software can be used to assist the researcher to analyze transcripts. For instance, the computer program can find particular words. As mentioned above, this is not a very reliable method.
Therefore, now the computer program can focus on words’ senses, which is more effective (Weber, 1990). This does save a lot of time. Nonetheless, it is important to note that the researchers should not rely heavily on software as sometimes only a human can recognize some extra meanings and connotations in texts.
Now many computer programs to assist researchers exist. For instance, Weber (1990) points out that Text Data Archives TEXTPACK can be effectively used to conduct content analysis.
CAT (Coding Analysis Toolkit) is quite popular nowadays. It is also possible to use such software as Compandium, Transana, Weft QDA, etc. Now the researchers can choose the computer program in terms of the units of analysis required (words, sentences, or even morphemes).
Reference List
Berg, B.L., & Lune, H. (2011). Qualitative research methods for the social sciences (8th ed.). Boston, MA: Allyn & Bacon.
Weber, R.P. (1990). Basic content analysis. Thousand Oaks, CA: Sage.
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