Content analysis is a useful qualitative research methodology which allows the researcher to explore “texts”, for example, historical documents, newspaper articles, interviews, or books.
Once you have determined which materials to include in your content analysis, you can analyze the texts. The researcher may choose to look at the ‘manifest content’, the content that is directly observed (e.g. words), or the ‘latent’ content, which refers to the underlying meaning of the content.
As with interviews and focus groups, content analysis is performed by categorizing or ‘coding’ the data. This coding can be done in a variety of ways, for example, you may choose to look at words, sentences, or themes.
To further discuss Discourse Analysis, Document Analysis or Content Analysis, contact Medlior today!