Difference Between Content vs Thematic Analysis

24 May 2024 347 share it:

Researchers must conduct different types of analysis of qualitative data to get meaningful insight. They can use content or thematic analysis. These two methods are different. So, we will discuss a thorough study of content analysis vs. thematic analysis here. Thus, researchers can evaluate both styles and conclude.

What Is Content Analysis? An Overview

Qualitative content analysis is a research method researchers use to analyse data systematically. They use this research technique to analyse the presence of specific themes, words, patterns, and meanings of specific data. Usually, marketing, social sciences, and media studies students use this analytical method to establish communication and note changes over time in market trends. They also use this system to compare their research technique with other methods. Researchers fulfil certain goals by using content analysis.

• It helps to quantify qualitative data
• It helps to understand the patterns and themes of the content
• It helps to explore how data can inform the claims made in research studies

What Is Thematic Analysis? An Overview

To understand the discussion on thematic analysis vs. content analysis, you should also have a proper idea. Thematic analysis is another type of qualitative research method that is used to scrutinize data for repeated patterns. Researchers must identify these patterns and analyse and report them. They know how to conduct thematic analysis on their own or with their team. Once you find the themes of the data, you can get the answers to your research question. To be precise, themes are the most essential ideas in this research that come up after coding. So, thematic analysis is an essential qualitative research technique to describe data. Also, you can select themes and codes to run this data analysis.

Difference Between Content vs. Thematic Analysis

Now, you have an idea about two qualitative data analysis approaches. It is time to understand the difference between content analysis and thematic analysis. If you are a researcher, you must have a clear idea about these two types of data analysing techniques. Thus, you can get the best result. Let's find out the main differences between the two methods. Have a look-

Difference Based on Purpose and Aim

Under purpose of content analysis, researchers categorise different codes or elements and quantify those systematically. Here, the main goal is to explain how often the parts of the data appear and how those are distributed within the data.

In thematic analysis in psychology, researchers look for repeating themes, patterns, and meanings in the data. They use qualitative methods to do this. Here, the main goal is to understand the consumers' experiences and points of view to gather more information about their perspectives.

Difference Based on Data Analysis

In content analysis, researchers use certain categories and coding styles that are already set. Those categories systematically help in coding and categorising.

On the other hand, in thematic analysis, researchers code repetitively. Thus, they can explore the participants' perspectives deeply. At this point, thematic analysis is much more flexible than content analysis.

Difference Based on the Researcher's Focus

The content analysis method focuses more on analysing the content and identifying the relationship between two or more variables. Researchers use content analysis when working with large data, and this method covers a wide range of groups.

However, collaborative thematic analysis is different. Here, researchers explore data by asking more specific research questions or themes. So, getting accurate answers to research is easier here than with other techniques.

Difference Based on the Quality of Interpretation

This is another point that will help you understand content analysis vs. thematic analysis. Here, content analysis is an objective approach. So it can focus more on measurable data. The use of interpretation is less here than thematic analysis.

On the contrary, thematic analysis discusses detailed meanings and personal experiences. So, researchers must focus on conducting subjective analysis and look for more interpretations to decide on a conclusion.

So, here you get an overview of thematic analysis vs. content analysis. Hopefully, now you can choose the correct analytical method for your research work. To be precise, content analysis is more statistical, while thematic analysis is based on interpretation and the pattern of data collected.

Similarities Between Content and Thematic Analysis

So far, you get the discussion on thematic analysis vs. content analysis. However, there are certain similarities too between both methods. Both techniques are used to bring out the extracts from qualitative data. Apart from this, there are other similarities, too. Let's find out

Techniques of Data Analysis

Both content analysis and thematic analysis are types of qualitative data analysis. These techniques help to identify patterns, themes, and meanings to interpret the data's meaning.

Both Are Systematic Approach

Both analytical techniques use proper systems to analyse data. Also, both systems are quite structured. In both systems, the researcher must set a clear coding system for interpreting data and analysing it as discussed by our Research Paper Writing Service experts.

Both Reduce Data

This is one of the most interesting similarities between content analysis and thematic analysis. Both techniques reduce the large amount of data interpretation into manageable conditions. Thus, researchers can find the key information from the data and figure out the specific pattern. Thus, getting results becomes simpler.

Both System Gives a Deeper Understanding

Each data analysis technique aims to understand the data's context. Under both systems, a researcher tries to find out how different factors, like culture, society, religion, history, etc., can influence data interpretation and analyse it.

Both Systems Interpret and Analyse Data

These are the thumb rules for both data analysis method. In both techniques, the researchers' main goal is to interpret data and reach a meaningful conclusion. To understand the data more deeply in both systems, researchers try to understand the concepts, codes, and themes.

Both System Helps to Identify Patterns and Themes

Content and thematic analysis both help to identify repetitive patterns or themes. First, content analysis helps look for patterns in the content. Similarly, thematic analysis concentrates on finding out any iterative themes.

Both Present Subjective Interpretation

Though content analysis is an objective approach, it interprets data subjectively, like a thematic approach. In both systems, researchers must evaluate data and interpret them based on themes or concepts.

Here, you get to know about the similarities between content analysis and thematic analysis. Thus, you can conduct your research more fruitfully. If you need to research to get psychology assignment help, you can use any qualitative research method to do justice to a good topic.

An Example of Content and Thematic Analysis

Hopefully, you understand the basics of the methods of qualitative research analysis. However, you can understand it clearly if we discuss both methods with examples. For your better understanding, we have explained the examples:

Example of Content Analysis

You can use any company as a content analysis example. Suppose you are fond of a brand of shoes. Now, if the company want to do content analysis, researchers will collect data:

1. They interpret the findings and conclude.

2. They can gather data from social media posts to know what other people are saying about their brand.

3. They will develop some codes to analyse those data. In the next step, the researcher will try to find the social media posts in the sample systematically and apply the codes as per the content of the post. Once they are done with coding, they analyse the coded data to find patterns.

4. They get information on how the brand is trending, what improvements they can make, etc.

Example of Thematic Analysis

For sharing a thematic analysis example, we have picked a condition during the pandemic when people used to work from home. Here, researchers run surveys on people working from home.

1. They collect data on their experience, benefits of the system, challenges they face, and many more.

2. Then, they thoroughly reviewed the survey report and understood the different approaches the participants used.

3. After that, they start the coding. Here, they identify different segments and label them per pattern or theme.

4. Once the initial coding is done, researchers go through it to identify the broader picture received from the data.

5. Next, they analyse data and finally interpret those to present final reporting.

We Can Help You with Content and Thematic Analysis

So, here you get a detailed account of the methods of qualitative research techniques. The study has explained an account of content analysis vs. thematic analysis. If you are a college or university student, you may need to run such analysis while writing dissertations. You can always depend on us as we are one of the best assignment help that will do your research and analysis. We provide personalised service and are available 24/7 for our clients. Contact us now to submit the best dissertation.