Qualitative Content Analysis in Practice

Margrit Schreier is Professor of Empirical Methods at Jacobs University Bremen. She started out with a BA in English Language and Literature (at New College, Oxford), before she went on to study Psychology at Heidelberg University (Dipl. Psych., Dr.) where she first became interested in qualitative research methods. She was also co-director of the Methods Center of the Bremen International Graduate School of Social Sciences (BIGSSS) and Editor-in-Chief of the Journal of Media Psychology. She has taught research methods courses for 15 years, including qualitative methods, experimental design, and mixed methods, to students from a variety of social science disciplines, and has given workshops on qualitative content analysis and other methods topics at GESIS, the Leibniz Institute for the Social Sciences, for more than five years. Her other research interests include the didactics of teaching qualitative research methods, media reception, the empirical study of literature, and health-related research. She has been a principal investigator in several DFG-funded research projects on these topics, and she has authored and co-authored an introductory methods textbook and more than 90 book chapters and articles. When she is not working, she enjoys cooking and photography. She is also a homeopath and has been surprised to find that homeopathy allows her to apply many of her methods skills - including qualitative content analysis!