Content analysis

Content analysis methods are available for the analysis of data from an interview, a non-structured observation or a questionnaire with open questions. Content analysis makes a distinction between quantitative and qualitative approaches.

Quantitative content analysis

The aim of quantitative content analysis is to reduce the complexity of the data material and transform it into a form which can be analysed statistically,  the procedure for this is as follows:

1. Firstly, a theory-based category system is created which covers all of the aspects relating to answering the question. If, for example, the cognitive learning strategies of the students working with a learning program are to be investigated, the category system to be created should include the learning strategies of interest (e.g. revision, elaboration).
2. The data material (e.g. protocols for "thinking-aloud") is broken down into units of meaning - these can be one or two sentences or even just  one word.
3. Individual units of meaning (propositions) are then allocated to individual categories. This usually involves assigning each unit of meaning to a code that represents a certain category.

The category system is then usually tested for suitability using two to three sample texts before beginning with the actual coding. An example for a category system that also includes sample propositions can be found here: Category system for learning strategies (pdf, 32 kB, in German)

This kind of analysis allows conclusions to be drawn on whether certain learning strategies occur more than others, or (if a conclusive learning test is used) whether those students who utilise certain learning strategies learn more successfully.

Qualitative content analysis

A category system is also created in qualitative content analysis - however, the categories often arise from the text material, and are therefore not defined in advance. The aim is not to quantify  but to interpret the  text contents, i.e. the content meaning of statements is identified without reducing the material on quantifiable statements. This approach allows three different aims to be pursued: Summary, expanation and structuring.
Summary aims to reduce the interview material. However, the essential content should be preserved in order to abstract a reproduction of the original material.
Explanation involves adding additional material to ambiguous text parts. In this way, the corresponding passages in the text are completed and annotated.
Structuring aims to filter out a particular structure from the material.
The qualitative content analysis approach taken differs as a function of the aim to be pursued. Further information about qualitative content analysis can be found at Mayring (2000) at: http://www.qualitative-research.net/fqs-texte/2-00/2-00mayring-e.htm