Conducting Content Analysis: Developing Codes and Themes (with NVivo & ChatGPT)

In this video, I discuss how to conduct content analysis, specifically focusing on developing codes and themes before analyzing the data. He also demonstrates how to use NVivo and ChatGPT to aid in the process.
Key points covered:
1. Understanding the importance of a conceptual or theoretical framework in content analysis.
2. Developing a code frame based on the framework and identifying themes and codes.
3. Using custom GPT models or ChatGPT to generate additional codes and themes.
4. Creating containers in NVivo to organize and analyze the data.
5. Exploring data metrics and comparing files and codes for a comprehensive analysis.
QualiCodeFrame (Assists in generating code frames from theories or frameworks for qualitative data analysis): chat.openai.com/g/g-uWBo3WuWq...
0:00 Introduction to content analysis
0:44 Understanding the content analysis process
1:37 Selecting a model or theory for content analysis
3:08 Developing a Code Frame based on the chosen model
4:12 Understanding the components and elements of the model
5:31 Using Chat GPT for developing codes and themes
6:53 Using Chat GPT Plus for code frame generation
8:15 Initiating the coding process using NVivo
9:59 Uploading and analyzing the document in NVivo
10:48 Creating containers for themes and codes
12:15 Finalizing code and theme containers
12:47 Utility of thematic analysis knowledge in content analysis
13:28 Utilizing In Vivo for the coding process
14:15 Flexibility in creating new codes
16:15 Analyzing the document and identifying missing information
17:02 Extending the coding process to multiple files
18:44 Utilizing code metrics for analysis
19:25 Comparing files and codes in NVivo
20:26 Sorting and grouping codes for data reduction
21:33 Closing remarks and contact information
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[@haschulstad]

I love your videos, they are truly a help for finishing and getting through my masters. For future videos, would it be possible to showcase your application in a more zoomed form, sometimes i watch your videos on my iPhone or in a small window on my computer. Which makes it hard to follow along when setting up Nvivo for instance.

[@drphilipadu]

Thank you for your kind words and suggestions! I'll work on improving my upcoming videos.

[@leewangxow]

It is a very helpful video and a wonderful tutorial. I was just wondering what if there are a dozen or even more than 20 such documents to perform the content analysis on - is there a way to automate or speed things up in NVivo using the code frame you already have? Thank you.

[@drphilipadu]

Thank you! Yes, it is possible do autocoding in NVivo. But you need to code about 10% of the data so that the system can learn the patterns related to how you code the data.

[@leewangxow]

Hi Dr; many thanks for getting back. @@drphilipadu

[@rusadymhmd2167]

hello, nice explanation.. if i using content on a video not a transkrip like interview transkrip.. do i have to break down the video into text?

[@drphilipadu]

Thank you! You can do more with the data if it is in text.

[@pixxienix]

Can thematic analysis be combined with content analysis?

[@drphilipadu]

Yes, you can! You can starting the analysis with initial codes/themes and then add more as you go through the data.