Qualitative Content Analysis

As a novice researcher it is daunting to figure out the differences between research methods (data collection and data analysis)-even though those differences may be crystal clear for more experienced researchers. Such is the example of grounded theory and qualitative content analysis. I particularly liked the article discussing similarities and differences between these two methodologies (Cho & Lee, 2014).
While they are similar in their inquiry approach (identifying themes, patterns, and rigorous coding) they differ in method of collecting data and analyzing data.

In content analysis, data analysis can be driven by both deductive and inductive approaches, where deductive “starts with preconceived codes or categories derived from prior relevant theory, research, , or literature”(Cho &Lee, 2014, p. 4) if the objective of research is to test existing data in a new given context, while the inductive approach is used when prior knowledge is limited, therefore codes, themes and patterns come straight from data.

I liked the point of manifest and latent meaning of text, and the freedom of interpretation that content analysis method offers. I understand now that in ground theory , theory is driven from the relationship between categories of data, while content analysis is focused on finding themes emerging from categories of data.

I absolutely recommend reading Cho and Lee article- it has opened new doors to better understanding.

Cho, J. Y., & Lee, E. H. (2014). Reducing Confusion about Grounded Theory and Qualitative Content Analysis: Similarities and Differences. The Qualitative Report, 19, 1-20. Retrieved from http://www.nova.edu/ssss/QR/QR19/cho64.pdf