Three Approaches to Qualitative Content Analysis

Three Approaches to Qualitative Content Analysis

Hsiu-Fang Hsieh
Sarah E. Shannon

Content analysis is a widely used qualitative research technique. Rather than being a single

method, current applications of content analysis show three distinct approaches: conventional,

directed, or summative. All three approaches are used to interpret meaning from the

content of text data and, hence, adhere to the naturalistic paradigm. The major differences

among the approaches are coding schemes, origins of codes, and threats to trustworthiness.

In conventional content analysis, coding categories are derived directly from the text data.

With a directed approach, analysis starts with a theory or relevant research findings as guidance

for initial codes. A summative content analysis involves counting and comparisons,

usually of keywords or content, followed by the interpretation of the underlying context. The

authors delineate analytic procedures specific to each approach and techniques addressing

trustworthiness with hypothetical examples drawn from the area of end-of-life care.