Posted: February 13th, 2023
In my research study, I am focusing on understanding how people’s motivations and experiences play an influential role in their decision making process when choosing among different health care plans. To answer this question, I have chosen to use content analysis as my primary data analysis technique.
Content Analysis is a quantitative method used to assess patterns or themes within large bodies of text-based information. This method has been widely accepted by social scientists because of its ability to provide insightful insights about qualitative data without requiring significant resources or time commitment (Krippendorff 2004). Through content analysis, we are able to identify trends and correlations between different pieces of text which can help inform our interpretation of the underlying meaning behind the collected information. Additionally, content analysis allows us gain meaningful insights into peoples’ real life experiences by examining any recurrent words or phrases they may have used while describing their experience with healthcare plans.
Overall Content Analysis remains one of the best tools available for researchers looking into complex phenomenons through large bodies of texts while avoiding costly expenses traditionally associated with traditional Qualitative Research methods like Interviews/Observations etc.(Neuendorf 2002 ).This makes Content Analysis ideal choice for studying how people’s motivations/experiences influence their decision making processes when selecting health care plans given its low resource requirements coupled with ability generate detailed insight regarding target domain relatively quickly(Krippendorff 2004 ).
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