What does content analysis primarily involve?

Content analysis primarily involves analyzing the presence of themes in qualitative data, which is why the chosen answer is correct. This research method allows sociologists to systematically evaluate various forms of communication, such as texts, images, or media content, to identify patterns, themes, and meanings. By breaking down the content into manageable units, researchers can quantify and interpret significant trends, drawing conclusions based on the identified themes.

This method differs from interpreting numerical data, which focuses on quantitative analysis, or from conducting interviews, which is a primary qualitative data collection technique rather than analysis. Additionally, developing survey questionnaires is related to creating instruments for data collection rather than evaluating or interpreting existing content. Therefore, the essence of content analysis lies in its qualitative approach to uncovering themes and insights from textual or visual materials.