7.2 GENERIC APPROACHES TO CONTENT ANALYSIS

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Content analysis is a technique in which the constructs of all the interviewees

are pooled, and categorised according to the meanings they express. The

categories are derived either from the constructs themselves, by looking at

them systematically and identifying the various themes they express

(‘bootstrapping’), or from a standard category system which you have

encountered in the literature, or which stems from some theory with which

you’re working.