Hilal M Alfahmi
Content analysis

Content
analysis
is a term sometimes used to
describe both quantitative and
qualitative approaches to analyzing
content.

Cont…
• Suppose, for example, we wish to
perform a content analysis of three
definitions of content analysis due to three
authors as below:
• Definition 1: Content analysis is a
research technique for the objective,
systematic, and quantitative description of
the manifest content of the communication.
• Definition 2: Content analysis is any
research technique for making references by
systematically and objectively identifying
specified characteristics within the text.
• Definition 3: We use the terms‘ content
analysis’ and ‘coding’ interchangeably to
refer to any symbolic behavior’s objective,
systematic, and quantitative description.

• Limitations of Content Analysis Method
in Research:
• Difficult to gain access to the records or
reports required
• Information may be incomplete
• Information may be out of date
• Definitions and methodologies may vary.

The goals of contact analysis
• To reduce large amounts of
unstructured content.
• To Identify and present
important aspects of the content.
• To focus on groups or individual
intention.
• To support some argument by
understanding the characteristic of
the content.

What Are the
Steps of Content
Analysis?
Step 1: Identify and Collect Data
Step 2: Determine Coding Categories
Step 3: Code the Content
Step 4: Check Validity and Reliability
Step 5: Analyze and Present Results

Types of
content
analysis
1-Conceptual analysis
2-Relational analysis

Advantages and
Disadvantages of
Content Analysis
Disadvantages
Advantages
-can be extremely time
consuming.
-can allow for both
quantitative and
qualitative operations.
-is inherently reductive,
particularly when dealing
with complex texts.
-is an unobtrusive means
of analyzing interactions.
-tends too often to simply
consist of word counts.
-when done well, is
considered as a relatively
"exact" research method.