Content Analysis and Thematic Analysis
- Differentiate content analysis and thematic analysis.
Identifying meaning Patterns and Themes
The identification of the recurring themes and patterns in our data is the core of analyzing data.
The are two primary ways of doing the analysis, namely,
1. Content Analysis
2. Thematic Analysis
Content Analysis
This technique could be used when qualitative data had been collected through interviews, focus groups, observations and documentary analyses.
This procedure is used to categorize oral or spoken words, or a person's conduct or behaviour, sorting, grouping, codification and tabulation.
Content Analysis may be done on two levels:
The first is the most fundamental level, which is a description of the data. It simply states what was stated with no additional explanation or comments on how or why it was expressed.
The second level is a more interpretive examination that incorporates both the exact replies and what might be deduced or suggested from the data. The meaning of the data is interpreted.
Content Analysis also involves coding and classifying of the data, also referred to as categorizing and coding or indexing. The aim of content analysis is to make sense of data and to make inferences about the messages or findings.
Steps of Content Analysis
Content analysis does not measure or quantify data. It is a research method for subjective interpretation of the content of text data through the systematic classification process of coding and identifying themes and patterns.
Here are the steps:
1. Prepare your data
You transcribe your data from the beginning of the data collection process. This will save time during the analysis of the data.
2. Determine the unit of analysis
You classify the contents into units or themes. They are textual, a word, phrase or sentence. Each unit or theme should be related with each other. You also base the units/themes on the research objectives.
Structured observation, which is a systematic observation based on particular set norms, is used to measure content in content analysis. These guidelines specify how content should be classified. The analysis should be divided into groups that are mutually exclusive. These defined guidelines make replication easier while also increasing reliability.
The categories or the codes could be a word, a phrase, a sentence, an article, brand names, numbers, competitor names, countries, emotions, and much more. For example, the ‘people in public life, are coded as famous personalities, politicians, sportsmen, celebrities, etc.
3. Develop the categories and the coding system.
You develop the categories or types of behaviour or attitudes. Compare the categories and put together the categories formed.
4. Pre-test the coding system
You select a sample and pre-test the coding system to determine consistency.
5. Code all the textual data.
You apply the coding system to all the data.This could either be done manually or with the use of a software. The work is usually not done automatically by the software, But it is controlled by the researcher.
6. Check the validity and reliability of the data.
You must be sure that you keep accurate and detailed field notes. You may show the field notes to an outside researcher, either a research collegue, a judge panel or an independent fellow researcher or other experts in the field.
7. Draw Inferences.
The inferences should be based on the coding system. You have to explain based on the categories and determine relationships and patterns.
8. Present the results.
The results should be supported by secondary data. You may use tables, graphs, matrices and diagrams for a better presentation of results and analysis.
Thematic Analysis
This is a form of pattern recognition within the data. It provides a simple interpretation and concise description of themes and patterns in the data set. The general procedure involves a careful review of the raw data. You identify the themes after coding and categorizing the data.
Steps in Thematic Analysis
The most widely0used steps fro conducting thematic analysis was provided by Braun and Clarke (2006): a six step process of conducting thematic analysis.
1. Familiarize yourself with your data
The first step serves as the foundation for the analysis. You have to transcribe the verbal data, read very well and find meanings and patterns.
2. Generate initial codes
In this level, you produce initial codes. As in content analysis, you can do this either manually or by using a software. You have to code all your data and identify those codes which are similar.
3. Search for themes.
Continuing from the previous stage, you organize a long list of codes and sort the different codes into themes. A theme is a collection of similar codes. It is possible to classify and form main themes or sub-themes.
4. Review themes
This stage has two levels. The first level involves doing a eview of the codes to determine if the data really fit into each theme. You can re-arrange the data if necessary. The second level involves reviewing the level of the themes. You can use a map or diagram to put together the themes.
5.Define and name the themes
The stage should reveal the essence of each theme or sub themes and how they relate to the overall essence of data.
6. Prepare the report.
This is the culminating activity in doing thematic analysis. Your final report should be concise, logical, coherent and should present a broad and meaningful account of the results of your research.
References
Prieto, N. G., Naval, V. C., & Carey, T. G. (2017). Practical Research for Senior High School (1st ed.). LORIMAR Publishing.
Comments
Post a Comment