1. Title: Qualitative Data On your white boards – What is quantitative data? What is qualitative data? Learning Objective: You will be able to define what qualitative data is and how it is analysed: Content Analysis

2. Qualitative Data: Non-numerical data e.g. reports on attitudes or feelings

3. Qualitative Data: Analysed using: Content Analysis “Analysing Data according to themes or categories” Top down/Thematic Analysis: Using an existing theory to analyse data Bottom Up/Grounded Analysis: A theory is found from patterns in the behaviour

4. Frank has described his dreams to you over 5 nights, he would like you to analyse them and provide him with a theory. In pairs look through the dreams… Use the Grounded approach: what themes can you see emerging What will you report back to Frank

5. What theories do we have about how women are represented in perfume adverts? What theories do we have about how women are represented in perfume adverts? How are we going to measure this?

6. What are the problems with content analysis? Unreliable Could lack validity Subjective Bias

7. What technique could we use to improve the reliability of content analysis? You would see if different Psychologists saw the same themes How would this improve reliability? Inter-rater reliability? We can also use triangulation… Using different qualitative methods

8. Exam Questions on Content Analysis

9. Revision List