The Unique Quality of Qualitative Content Analysis

Research Design Review

A unique attribute of qualitative content analysis is the focus on a continual process of revising and developing meanings in the data based on new discoveries. Unlike quantitative content analysts who set their coding scheme early in the research process — typically modifying it only slightly or not at all during data collection — qualitative researchers methodically and frequently revisit the content they are studying to better understand each relevant piece as well as its relationship to the entire context from which it was chosen (sampled), thereby modifying how and what they are coding throughout the data collection period. In this way, and as Krippendorff (2013) points out, qualitative content analysis puts the analyst in a hermeneutic circle1 whereby interpretations are reformulated based on new insights related to, for example, a larger context.

This more flexible, less rigid, approach to content analysis also embraces the notion of multiple meanings…

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