This leads us to conduct the initial coding phase and perform a preliminary reliability check to assess the adequacy of the categories. In the first part of the course, we review the tenets that distinguish the quantitative from the qualitative approach to content analysis and proceed with looking at sampling requirements, unit of coding, unit of analysis, and the coding frame. This explains why qualitative content analysis is rarely used with primary data collected directly by researchers where the whole corpus of data must be analysed to answer the research question. A key feature of qualitative content analysis is that not all the data are analysed only the passages which directly relate to the research question are retained for the analysis. ![]() Amongst others, qualitative content analysis has been used extensively to analyse gender dominance in films and magazine ads and political parties’ rhetoric in party manifesto and election propaganda. ![]() It is particularly suited for qualitative studies asking questions whose answers lie in readily available sources of data, or secondary data, such as reports, press articles, websites, books, journal articles, magazines, films, TV ads, videos and directories. Qualitative content analysis is a method that describes the manifest and the latent meaning of only the categories of interest in a qualitative dataset.
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