Which content analysis technique involves coding categories drawn from existing theories relevant to the research focus with a goal of using these themes to understand the data and help new themes to emerge from the data itself?

A) Directed content analysis
B) Summative content analysis
C) Conventional content analysis
D) Narrative content analysis

Directed content analysis involves using existing theories or frameworks to guide the coding categories and analysis process. This is particularly useful when there is a clear research focus or question that can be informed by the existing theories. The goal is to use the theoretical concepts as a lens to analyze the data and identify themes or patterns that are relevant to the research question. However, new or unexpected themes can also emerge from the data as the analysis progresses.