Qualitative Content Analysis 101: The What, Why & How (With Examples)

Learn about content analysis in qualitative research. We explain what it is, the strengths and weaknesses of content analysis, and when to use it. This video is perfect for first-time researchers, as we explain all the concepts in plain language and provide loads of examples of content analysis in action.
OVERVIEW: Content Analysis 101
00:00 Intro & overview
00:49 What is content analysis?
01:43 The two approaches to content analysis
01:53 Conceptual content analysis
02:50 Relational content analysis
04:26 Strengths and weaknesses of content analysis
06:17 Free dissertation writing course
06:44 When to use content analysis
08:06 Recap of key points
08:56 Conclusion and outro
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[@kalundemwathi]

This video is a life saver. I was almost losing it trying to figure how to go about my thesis and due date is around the corner. Thank you the video is informative

[@GradCoach]

Glad it was helpful!

[@jacqueshollands5630]

Excellent video clarifying the concept well.

[@dr.chandramohan7652]

Very well explained. You did a great job. Thank you.

[@AkmadAndil]

amazing coach for research process

[@idowuomisile]

This is very instructive and detailed. Thank you for sharing. I will look up your other videos and look out for other videos.

[@GradCoach]

Glad it was helpful!

[@omarcalo9429]

I was stuck until I watched this. You and your team are fantastic! I just subscribed. Will definitely be watching your videos until I am done with my degree. Great work!!!

[@GradCoach]

Welcome aboard!

[@farooqabdullah9836]

Great job, Mam.

[@bugukhan5441]

Excellent video.

[@anotherdaydreamer__]

Hey! Thank you so much for your help!! Is there a video looking closer on how to do the actual analysis?

[@thusharaweerakkody2359]

Very helpful and clearly explained...Thank you

[@GradCoach]

You're most welcome :)

[@vivianakahmba6270]

Thank you so much. got completely lost about my choice of qualitative anaysis. iam caught between thematic and content analysis and thinking of working with the two together. i dont know how posssible that might be.

[@-mey5392]

VERY WELL EXPLAINED !! thanks!

[@GradCoach]

Glad it was helpful!

[@Hsm140]

Good explanation emma, thanks

[@GradCoach]

You're welcome 😊

[@MrsJ-M.D2903]

Awesome...thanks really came at the right time...MSc exam next week !

[@GradCoach]

All the best!

[@MrsJ-M.D2903]

@@GradCoach Thank you so much!

[@jenesaiswha]

These videos are great, thank you! If I may ask a question... in addressing the weaknesess of content analysis you say that it can be subjective, not very scientific, in particular if there is more than one researcher. Do you mean that in going through data diferent people will reach different conclusions and not label things consistentyl? If say, 3 people, were to make calls as a group that might actually be better than a single subjectivity?

[@drsurenderkumarRESORESEARCH]

An amazing stuff.....

[@manishakumari9377]

Can content analysis be used to analyse my mixed methods open ended survey responses? Some close ended (scale rated questions) and some open ended ones) 🤔

[@sokhristeta]

Big help! Thank you for sharing this. Can I use both QCA and Thematic Analysis in 1 study? ( Mixed Design)

[@GradCoach]

It is possible that one uses more than one analysis method in a study, but it would need to be clearly justified in the methodology section. In other words, this choice would need to be supported by the research aims, objectives 7 & RQs.

[@salonitandon6472]

Hii Could you pls help me with the difference between relational content analysis and discourse analysis

[@user-ju1jo1eg6u]

Can you use content analysis to analyse quantitative data?

[@guebbouh2020]

thank you for your contents. However, what are the possible softwares to use for coontent analyses ? Please help with a practical example.

[@GradCoach]

You're welcome. Regarding software, NVivo is a popular option, but you can undertake QCA with Word and Excel in many cases.

[@rifawilda1027]

Hi, thank you for the video! I'm working on a project of comparative analysis between two historical texts. Is it good to use the relational content analysis? Would you please help me, thank you.

[@GradCoach]

RCA could potentially be a viable approach for conducting a comparative analysis between two historical texts, depending on your research goals and the nature of the texts you are analyzing. Ultimately, your choice of analysis method should align with your research aims and research questions.

[@AishwaryaKyasa]

I'm conducting a thematic analysis for my interview methodology (part of my thesis). The interview focuses on validating the metrics used to compare web application security testing tools, which I've identified from my literature review. I'm currently confused about codes and themes. I'm finding it confusing. As I mentioned, I've conducted a literature review and identified 37 metrics. Should I take those 37 metrics as codes, or is there something else I should use as a code? If there's something else, could you provide one or two examples? Please help me. If my 37 metrics are codes then I'm thinking of using 4 themes: Commonly Used Metrics, Additional Metrics, Metrics that are Considered Unimportant, Evolving Landscape of Web Application Security Can someone please clarify this?

[@Tisu-mpina]

Would content analysis be appropriate for a research topic that is assessing the effectiveness communication strategies for a development project?

[@GradCoach]

Yes, it could potentially be a good fit. It would depend on the research aims, RQs and the data set, but in principle, it should be workable.

[@Tisu-mpina]

Thank you. This video came at a time i needed an eye opener on content analysis. I am currently writing my undergrad research paper on that topic

[@hateemarshad5776]

@3:48 its relational qca

[@ilhemelouchene2593]

When you analyse a textbook from a gender perspective to see whether it promotes gender equality or not by counting the male female characters, pictures, male female names and pronouns then interpret these findings to answer the research question, what is the type of that content analysis! Would you please answer 🥺❤

[@Algodo_Major]

I guess that would be conceptual right?.. cuz implicit data is pertaining to latent meaning of the words. This is more semantic in nature

[@vsoofeeds7244]

can y'all recommend some topics for content analysis? I would be thankful if you could drop by

[@GradCoach]

Not specifically for CA, but perhaps this will be useful - gradcoach.com/research-topics/

[@reginagracedeguzman2133]

❤❤❤❤❤❤

[@bharathlalv1636]

Nothing is related to my syllabus.

[@e.a.7265]

More confusing

[@LingboLi-ke8tg]

Thanks for sharing, but I cannot download the free templates you provide, I didn't receive emails, and I also check my spam box, but there are also no emails, can you help to check what happened?

[@GradCoach]

We'll check it out. Thanks for letting us know.