Content Analysis Flashcards
what is quantitative content analysis?
the systematic and replicable examination of symbols of communication or media materials for patterns
what are characteristics of content analyses?
1) objective
2) systematic
3) focused on manifest content
what is manifest content?
content that is observable
T or F: when conducting content analyses, it is important to define measurable scoring units
True
what are measurable scoring units?
the basic or standard unit or measurement
what are different kind of measurable scoring units?
words, phrases, minutes, images, entire documents
T or F: researchers are interested in the appearance of a phenomena of interest in a single document
True: ex - does a tweet contain at least one swear word
T or F: content analyses do not require a sample from a population
False: difference is we’re sampling media artifacts/content rather than people
T or F: content analyses require researchers to establish very clear/explicit definition of the behaviors/symbols of investigation
True
What are the different kinds of content definitions?
constitutive and operational definitions
what are constitutive definitions?
definitions found in dictionaries
what are operational definitions?
states how one measures something and forces an explanation to how one understands or interprets a concept
what are the uses of operational definitions?
- attitudes towards a brand
- website usability
- purchase intention
- organizations trust and reputation
T or F: most content analyses require the use of two or more coders who review the sample/population of media materials
True: used to make judgements regarding the presence of a variable of interest
T or F: operational definitions are used to generate a “codebook”
True