What (Exactly) Is Qualitative Content Analysis?
QCA explained simply (with examples)
By: Jenna Crosley (PhD). Reviewed by: Dr Eunice Rautenbach (DTech) | February 2021
If you’re in the process of preparing for your dissertation, thesis or research project, you’ve probably encountered the term “qualitative content analysis” – it’s quite a mouthful. If you’ve landed on this post, you’re probably a bit confused about it. Well, the good news is that you’ve come to the right place…
1. What is content analysis?
Content analysis is a qualitative analysis method that focuses on recorded human artefacts such as manuscripts, voice recordings and journals. Content analysis investigates these written, spoken and visual artefacts without explicitly extracting data from participants – this is called unobtrusive research.
In other words, with content analysis, you don’t necessarily need to interact with participants (although you can if necessary); you can simply analyse the data that they have already produced. With this type of analysis, you can analyse data such as text messages, books, Facebook posts, videos, and audio (just to mention a few).
The basics – explicit and implicit content
When working with content analysis, explicit and implicit content will play a role. Explicit data is transparent and easy to identify, while implicit data is that which requires some form of interpretation and is often of a subjective nature. Sounds a bit fluffy? Here’s an example:
Joe: Hi there, what can I help you with?
Lauren: I recently adopted a puppy and I’m worried that I’m not feeding him the right food. Could you please advise me on what I should be feeding?
Joe: Sure, just follow me and I’ll show you. Do you have any other pets?
Lauren: Only one, and it tweets a lot!
In this exchange, the explicit data indicates that Joe is helping Lauren to find the right puppy food. Lauren asks Joe whether she has any pets aside from her puppy. This data is explicit because it requires no interpretation.
On the other hand, implicit data, in this case, includes the fact that the speakers are in a pet store. This information is not clearly stated but can be inferred from the conversation, where Joe is helping Lauren to choose pet food. An additional piece of implicit data is that Lauren likely has some type of bird as a pet. This can be inferred from the way that Lauren states that her pet “tweets”.
As you can see, explicit and implicit data both play a role in human interaction and are an important part of your analysis. However, it’s important to differentiate between these two types of data when you’re undertaking content analysis. Interpreting implicit data can be rather subjective as conclusions are based on the researcher’s interpretation. This can introduce an element of bias, which risks skewing your results.
2. The two types of content analysis
Now that you understand the difference between implicit and explicit data, let’s move on to the two general types of content analysis: conceptual and relational content analysis. Importantly, while conceptual and relational content analysis both follow similar steps initially, the aims and outcomes of each are different.
Conceptual analysis focuses on the number of times a concept occurs in a set of data and is generally focused on explicit data. For example, if you were to have the following conversation:
Marie: She told me that she has three cats.
Jean: What are her cats’ names?
Marie: I think the first one is Bella, the second one is Mia, and… I can’t remember the third cat’s name.
In this data, you can see that the word “cat” has been used three times. Through conceptual content analysis, you can deduce that cats are the central topic of the conversation. You can also perform a frequency analysis, where you assess the term’s frequency in the data. For example, in the exchange above, the word “cat” makes up 9% of the data. In other words, conceptual analysis brings a little bit of quantitative analysis into your qualitative analysis.
As you can see, the above data is without interpretation and focuses on explicit data. Relational content analysis, on the other hand, takes a more holistic view by focusing more on implicit data in terms of context, surrounding words and relationships.
There are three types of relational analysis:
Affect extraction is when you assess concepts according to emotional attributes. These emotions are typically mapped on scales, such as a Likert scale or a rating scale ranging from 1 to 5, where 1 is “very sad” and 5 is “very happy”.
If participants are talking about their achievements, they are likely to be given a score of 4 or 5, depending on how good they feel about it. If a participant is describing a traumatic event, they are likely to have a much lower score, either 1 or 2.
Proximity analysis identifies explicit terms (such as those found in a conceptual analysis) and the patterns in terms of how they co-occur in a text. In other words, proximity analysis investigates the relationship between terms and aims to group these to extract themes and develop meaning.
Proximity analysis is typically utilised when you’re looking for hard facts rather than emotional, cultural, or contextual factors. For example, if you were to analyse a political speech, you may want to focus only on what has been said, rather than implications or hidden meanings. To do this, you would make use of explicit data, discounting any underlying meanings and implications of the speech.
Lastly, there’s cognitive mapping, which can be used in addition to, or along with, proximity analysis. Cognitive mapping involves taking different texts and comparing them in a visual format – i.e. a cognitive map. Typically, you’d use cognitive mapping in studies that assess changes in terms, definitions, and meanings over time. It can also serve as a way to visualise affect extraction or proximity analysis and is often presented in a form such as a graphic map.
For example, the early 2000s saw a surge in a movement called “pro-ana” and “pro-mia”. These two movements promoted the existence of eating disorders as a lifestyle rather than a mental illness. If you were to investigate the difference between eating disorder forums now and back then, you could perform cognitive mapping where you’d assess how the terms used within these communities have developed and been shaped over time.
To recap on the essentials, content analysis is a qualitative analysis method that focuses on recorded human artefacts. It involves both conceptual analysis (which is more numbers-based) and relational analysis (which focuses on the relationships between concepts and how they’re connected).
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3. When should you use content analysis?
Content analysis is a useful tool that provides insight into trends of communication. For example, you could use a discussion forum as the basis of your analysis and look at the types of things the members talk about as well as how they use language to express themselves. Content analysis is flexible in that it can be applied to the individual, group, and institutional level.
Content analysis is typically used in studies where the aim is to better understand factors such as behaviours, attitudes, values, emotions, and opinions. For example, you could use content analysis to investigate an issue in society, such as miscommunication between cultures. In this example, you could compare patterns of communication in participants from different cultures, which will allow you to create strategies for avoiding misunderstandings in intercultural interactions.
Another example could include conducting content analysis on a publication such as a book. Here you could gather data on the themes, topics, language use and opinions reflected in the text to draw conclusions regarding the political (such as conservative or liberal) leanings of the publication.
4. How to conduct a qualitative content analysis
- Recap on your research questions
- Undertake bracketing to identify biases
- Operationalise your variables and develop a coding scheme
- Code the data and undertake your analysis
Step 1 – Recap on your research questions
It’s always useful to begin a project with research questions, or at least with an idea of what you are looking for. In fact, if you’ve spent time reading this blog, you’ll know that it’s useful to recap on your research questions, aims and objectives when undertaking pretty much any research activity. In the context of content analysis, it’s difficult to know what needs to be coded and what doesn’t, without a clear view of the research questions.
For example, if you were to code a conversation focused on basic issues of social justice, you may be met with a wide range of topics that may be irrelevant to your research. However, if you approach this data set with the specific intent of investigating opinions on gender issues, you will be able to focus on this topic alone, which would allow you to code only what you need to investigate.
Step 2 – Reflect on your personal perspectives and biases
It’s vital that you reflect on your own pre-conception of the topic at hand and identify the biases that you might drag into your content analysis – this is called “bracketing“. By identifying this upfront, you’ll be more aware of them and less likely to have them subconsciously influence your analysis.
For example, if you were to investigate how a community converses about unequal access to healthcare, it is important to assess your views to ensure that you don’t project these onto your understanding of the opinions put forth by the community. If you have access to medical aid, for instance, you should not allow this to interfere with your examination of unequal access.
Step 3 – Operationalise your variables and develop a coding scheme
Next, you need to operationalise your variables. But what does that mean? Simply put, it means that you have to define each variable or concept. Give every item a clear definition – what does it mean (include) and what does it not mean (exclude). For example, if you were to investigate children’s views on healthy foods, you would first need to define what age group/range you’re looking at, and then also define what you mean by “healthy foods”.
In combination with the above, it is important to create a coding scheme, which will consist of information about your variables (how you defined each variable), as well as a process for analysing the data. For this, you would refer back to how you operationalised/defined your variables so that you know how to code your data.
For example, when coding, when should you code a food as “healthy”? What makes a food choice healthy? Is it the absence of sugar or saturated fat? Is it the presence of fibre and protein? It’s very important to have clearly defined variables to achieve consistent coding – without this, your analysis will get very muddy, very quickly.
Step 4 – Code and analyse the data
The next step is to code the data. At this stage, there are some differences between conceptual and relational analysis.
As described earlier in this post, conceptual analysis looks at the existence and frequency of concepts, whereas a relational analysis looks at the relationships between concepts. For both types of analyses, it is important to pre-select a concept that you wish to assess in your data. Using the example of studying children’s views on healthy food, you could pre-select the concept of “healthy food” and assess the number of times the concept pops up in your data.
Here is where conceptual and relational analysis start to differ.
At this stage of conceptual analysis, it is necessary to decide on the level of analysis you’ll perform on your data, and whether this will exist on the word, phrase, sentence, or thematic level. For example, will you code the phrase “healthy food” on its own? Will you code each term relating to healthy food (e.g., broccoli, peaches, bananas, etc.) with the code “healthy food” or will these be coded individually? It is very important to establish this from the get-go to avoid inconsistencies that could result in you having to code your data all over again.
On the other hand, relational analysis looks at the type of analysis. So, will you use affect extraction? Proximity analysis? Cognitive mapping? A mix? It’s vital to determine the type of analysis before you begin to code your data so that you can maintain the reliability and validity of your research.
How to conduct conceptual analysis
First, let’s have a look at the process for conceptual analysis.
Once you’ve decided on your level of analysis, you need to establish how you will code your concepts, and how many of these you want to code. Here you can choose whether you want to code in a deductive or inductive manner. Just to recap, deductive coding is when you begin the coding process with a set of pre-determined codes, whereas inductive coding entails the codes emerging as you progress with the coding process. Here it is also important to decide what should be included and excluded from your analysis, and also what levels of implication you wish to include in your codes.
For example, if you have the concept of “tall”, can you include “up in the clouds”, derived from the sentence, “the giraffe’s head is up in the clouds” in the code, or should it be a separate code? In addition to this, you need to know what levels of words may be included in your codes or not. For example, if you say, “the panda is cute” and “look at the panda’s cuteness”, can “cute” and “cuteness” be included under the same code?
Once you’ve considered the above, it’s time to code the text. We’ve already published a detailed post about coding, so we won’t go into that process here. Once you’re done coding, you can move on to analysing your results. This is where you will aim to find generalisations in your data, and thus draw your conclusions.
How to conduct relational analysis
Now let’s return to relational analysis.
As mentioned, you want to look at the relationships between concepts. To do this, you’ll need to create categories by reducing your data (in other words, grouping similar concepts together) and then also code for words and/or patterns. These are both done with the aim of discovering whether these words exist, and if they do, what they mean.
Your next step is to assess your data and to code the relationships between your terms and meanings, so that you can move on to your final step, which is to sum up and analyse the data.
To recap, it’s important to start your analysis process by reviewing your research questions and identifying your biases. From there, you need to operationalise your variables, code your data and then analyse it.
5. What are the pros & cons of content analysis?
One of the main advantages of content analysis is that it allows you to use a mix of quantitative and qualitative research methods, which results in a more scientifically rigorous analysis.
For example, with conceptual analysis, you can count the number of times that a term or a code appears in a dataset, which can be assessed from a quantitative standpoint. In addition to this, you can then use a qualitative approach to investigate the underlying meanings of these and relationships between them.
Content analysis is also unobtrusive and therefore poses fewer ethical issues than some other analysis methods. As the content you’ll analyse oftentimes already exists, you’ll analyse what has been produced previously, and so you won’t have to collect data directly from participants. When coded correctly, data is analysed in a very systematic and transparent manner, which means that issues of replicability (how possible it is to recreate research under the same conditions) are reduced greatly.
On the downside, qualitative research (in general, not just content analysis) is often critiqued for being too subjective and for not being scientifically rigorous enough. This is where reliability (how replicable a study is by other researchers) and validity (how suitable the research design is for the topic being investigated) come into play – if you take these into account, you’ll be on your way to achieving sound research results.
Recap: Qualitative content analysis
In this post, we’ve covered a lot of ground – click on any of the sections to recap:
- What (exactly) is qualitative content analysis
- The two main types of content analysis
- When to use content analysis
- How to conduct content analysis (the process)
- The advantages and disadvantages of content analysis
If you have any questions about qualitative content analysis, feel free to leave a comment below. If you’d like 1-on-1 help with your qualitative content analysis, be sure to book an initial consultation with one of our friendly Research Coaches.
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