CONTENT AND LEXICAL ANALYSIS: PRACTICAL APPLICATION

This paper aims at exploring the possibilities of applying qualitative content and lexical analysis: starting with general notions in case study research. First , introduction to content and lexical analysis as an interpretation method for qualitative interviews and other data material is given and technical stages of the content analysis are described, pointing out its value as a research instrument. Then case study research as a research strategy within qualitative social research is briefly presented. Then seven levels of lexical analysis are presented in a creative and evolutionary way, considering the use of computer software. The potential contribution of these methods of data analysis will be made clear.