| What is content analysis? | A type of observational research in which people are studied indirectly iva communications they have produced. Qualitative data through transcripts, recordings, drawings etc. |
| What is thematic analysis? | A theme is any idea that keep 'cropping up' as part of communication, it will provide more refined qualitative data |
| What is coding? | Categorising large amount of information into meaningful units(produces quantitative data) |
| A strength of content and thematic analysis? | High ecological validity becuase it is using real life qualitative data |
| A strenght of content and themaitc analysis? | High reliability because there can be inter-rater reliability |
| A weakness of content and thematic analysis? | Low objective, due to high subjectivity in finding examples for the categories |
| Weakness of content and thematic analysis? | Low generliasbility, it is very culturally biased |
