Psychology

Content analysis as a tool of research is useful in the analysis of data collected using questionnaires. This is because it can analyze both the qualitative and quantitative aspects of the data collected. It also has several advantages compared to other methods of data analysis.

Content analysis is basically a set of procedures that are used to collect and organize information that is unstructured and come up with a format that is standard from which inferences pertaining to the meaning and characteristics of the recorded or written information can be drawn (Weber, 1990). As a research tool, it identifies the presence of particular concepts or words within a given text (CSU, 2010). This enables the researchers to analyze and quantify the presence and meanings of such concepts and words. The researchers are also able to determine their relationships and draw inferences with regard to the messages in the text, audience, and time. Usually, this method of analyzing information involves initial classification of the information into categories which are similar (CSU, 2010).

Content analysis is useful especially when there is a lot of information that has been collected using the questionnaires. It helps researchers to systematically and easily sift through data that is voluminous (Krippendorff, 2004). When doing qualitative analysis of the information collected using questionnaires, the main objective is usually to get a drift of the most common feeling among the people questioned. This is best accomplished by use of content analysis which involves going through the questionnaires and picking out words that occur frequently and their synonyms (Krippendorff, 2004). This gives an insight into the peoples feelings about the issue being researched on. Qualitative research software can be used to help the researcher identify the context within which the words have been used. This ensures that the conclusions made from the data obtained are valid. Following this, the responses are analyzed and used to quantify the peoples feeling about the issue in question.

Content analysis is the best technique of analyzing the data contained in the questionnaire. This is because it is used to determine the validity of the information given by the respondents. Questionnaires usually have structured questions and this makes it easier to categorize the responses of the respondents. Validity of the information collected using the questionnaire can be determined by considering the generalizability of the information obtained (Neuendorf, 2002). This means that it is possible to determine if the data obtained is predictive of events that are associated or if it is consistent with the theory which exists (Neuendorf, 2002).

This method can also be used to determine the reliability of the information given in the questionnaire. Reliability of the information provided by respondents is usually affected by many factors one of which is misunderstanding of the questions. By analyzing the contents of the information provided by the respondents, it is possible to determine if the questionnaire questions were understood and interpreted the same way. In cases where the questions were interpreted the same way, the answers provided will be similar. This makes the information provided reliable leading to correct research results. Another reason as to why content analysis of data collected using questionnaires is desirable is because the similarity of the questions ensures that the information obtained is precise. This is usually important in further ensuring reliability of the data collected. There are other important aspects of content analysis that makes it an exceptionally good tool for analyzing data in a questionnaire. One of these is that it can be used to determine how to set priorities (Neuendorf, 2002). This is because it shows how the people questioned perceived a certain issue as well as the extent of their perception.

Content analysis as a tool for research has several advantages over other methods of data analysis. To begin with, content analysis directly evaluates the information given on the questionnaire by respondents (Palmquist, 2010). This way it is able to get to the core part of social interaction. Secondly, this method of data analysis allows for analysis of both the qualitative and quantitative aspects of the information contained in the questionnaire. This gives it an edge over other methods which analyze only one aspect of information. Thirdly, content analysis method enables one to understand the complexity and differences of human brain in connection to thought process and use of language (Palmquist, 2010). This is important in psychology. The fourth advantage of using this method is that it uses an unobtrusive method to analyze interactions (Palmquist, 2010). The other advantage it has over other methods is that it can be used to help understand cultural and historical aspects of a given population by analyzing information collected using questionnaires over a given period of time (Palmquist, 2010). Finally, this method of analysis is usually based on hard facts. This makes it more accurate compared to other methods such as discourse analysis.

It is clear that content analysis is the best technique to apply in analyzing qualitative and quantitative data that is contained in a questionnaire. This is because it can simultaneously determine these two aspects. It clearly describes the contents of the questionnaire by presenting data in a tangible form.