Content analysis is a widely used qualitative research technique. Rather than being a single method, current applications of content analysis show three distinct approaches: conven- tional, directed, or summative. ... In conventional content analysis, coding categories are derived directly from the text data.

Is a content analysis quantitative or qualitative?

Content analysis can be both quantitative (focused on counting and measuring) and qualitative (focused on interpreting and understanding). In both types, you categorize or “code” words, themes, and concepts within the texts and then analyze the results.

What is content analysis qualitative research?

Content analysis is a research tool used to determine the presence of certain words, themes, or concepts within some given qualitative data (i.e. text). Using content analysis, researchers can quantify and analyze the presence, meanings and relationships of such certain words, themes, or concepts.