CONTENT

ANALYSIS
RESEARCH & DEVELOPMENT
Presented by:
1. Cindy Lutfi Ramadhona
2. Mutmainah
 WHAT IS CONTENT
ANALYSIS?
Content analysis is a research tool used to determine
the presence of certain words, themes, or concepts
within some given qualitative data. Using content
analysis, researchers can quantify and analyze the
presence, meanings, and relationships of such certain
words, themes, or concepts.
 WHEN USED
CONTENT ANALYSIS?
1. Trends of communication
2. Understand factors such as behaviours,
attitudes, values, emotions, and opinions.
3. Analysis on a publication
 TYPES
CONCEPTUAL RELATIONAL

Conceptual analysis focuses Relational analysis focuses on

on the number of times a assesses the relationships
concept occurs in a set of between different concepts, as
data and is generally focused well as how they are connected,
on explicit data. and the context in which they
appear.
RELIABILITY VALIDITY
Reliability : because of human nature There are 3 category of validity
of researchers, coding errors can never 1. Closeness
be eliminated but only minimized. 2. Conclusions
3. Generalizability
There are 3 category of reliability
1. Stability
2. Reproducibility
3. Accuracy
 ADVANTAGES
1. Directly examines communication using text
2. Allows for both qualitative and quantitative analysis
3. Provides valuable historical and cultural insights over
time
4. Allows a closeness to data
5. Coded form of the text can be statistically analyzed
6. Unobtrusive means of analyzing interactions
7. Provides insight into complex models of human
thought and language use
8. When done well, is considered a relatively “exact”
research method
9. Content analysis is a readily-understood and an
inexpensive research method
10. A more powerful tool when combined with other
research methods such as interviews, observation, and use
of archival records. It is very useful for analyzing historical
material, especially for documenting trends over
time.ethods such as interviews, observation, and use of
archival records. It is very useful for analyzing historical
material, especially for documenting trends over time
 DISADVANTAGES
1. Can be extremely time consuming
2. Is subject to increased error, particularly when relational analysis is used to
attain a higher level of interpretation
3. Is often devoid of theoretical base, or attempts too liberally to draw
meaningful inferences about the relationships and impacts implied in a
study
4. Is inherently reductive, particularly when dealing with complex texts
5. Tends too often to simply consist of word counts
6. Often disregards the context that produced the text, as well as the state of
things after the text is produced
7. Can be difficult to automate or computerize
THANK YOU FOR
LISTENING!
Don't hesitate to ask any questions!