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5 Cards in this Set
- Front
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Content Analysis |
The method by which you take qualitative data and analyse it in order to draw conclusions. Strengths: Good for showing individual differences. Can establish the cause of behaviors. Can study rare behaviors in detail. Weaknesses: Not scientific. Can't generalize. How one person views the report/data may be different from someone else (Reliability). |
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Frequency Analysis |
The number of times certain words come up (e.g. number of times sexual references come up in daytime TV). |
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Concordance Analysis |
The number of times certain phrases come up. |
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Quantitative Data |
Quantitative research gathers data in numerical form which can be put into categories, or in rank order, or measured in units of measurement. This type of data can be used to construct graphs and tables of raw data. Experiments typically yield quantitative data, as they are concerned with measuring things. However, other research methods, such as observations and questionnaires can produce both quantitative and qualitative information. |
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Qualitative Data |
Qualitative research gathers information that is not in numerical form. For example, diary accounts, open-ended questionnaires, unstructured interviews and unstructured observations. It is typically descriptive data and as such is harder to analyze than quantitative data. It is useful for studies at the individual level, and to find out, in depth, the ways in which people think or feel (e.g. case studies). |
