Content Analysis Flashcards

1
Q

what is quantitative content analysis?

A

the systematic and replicable examination of symbols of communication or media materials for patterns

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2
Q

what are characteristics of content analyses?

A

1) objective
2) systematic
3) focused on manifest content

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3
Q

what is manifest content?

A

content that is observable

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4
Q

T or F: when conducting content analyses, it is important to define measurable scoring units

A

True

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5
Q

what are measurable scoring units?

A

the basic or standard unit or measurement

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6
Q

what are different kind of measurable scoring units?

A

words, phrases, minutes, images, entire documents

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7
Q

T or F: researchers are interested in the appearance of a phenomena of interest in a single document

A

True: ex - does a tweet contain at least one swear word

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8
Q

T or F: content analyses do not require a sample from a population

A

False: difference is we’re sampling media artifacts/content rather than people

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9
Q

T or F: content analyses require researchers to establish very clear/explicit definition of the behaviors/symbols of investigation

A

True

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10
Q

What are the different kinds of content definitions?

A

constitutive and operational definitions

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11
Q

what are constitutive definitions?

A

definitions found in dictionaries

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12
Q

what are operational definitions?

A

states how one measures something and forces an explanation to how one understands or interprets a concept

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13
Q

what are the uses of operational definitions?

A
  • attitudes towards a brand
  • website usability
  • purchase intention
  • organizations trust and reputation
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14
Q

T or F: most content analyses require the use of two or more coders who review the sample/population of media materials

A

True: used to make judgements regarding the presence of a variable of interest

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15
Q

T or F: operational definitions are used to generate a “codebook”

A

True

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16
Q

what is a codebook?

A

the guide that coders use to code media content
- set of instructions

17
Q

T or F: quantitative content analyses require only one coder

A

False: requires at least two coders

18
Q

what is intercoder reliability?

A

when two or more independent coders agree on the coding of the content of interest with an application of the same coding scheme

19
Q

how is intercoder reliability demonstrated?

A

coders will jointly code a random subset of the overall sample

20
Q

what is the general rule of them for intercode reliability?

A

the subset equal 10% of the overall sample

21
Q

T or F: we need the coders to agree on 50% or more of the coded cases to claim intercoder reliability

A

False: need coders to agree on 70% or more of the coded cases

22
Q

how is intercoder reliability measured?

A

assessing the degree to which something is present or absent
- this yield nominal-level data
- ex: does this tweet contain name called?
0 = no, 1 = yes
- can use more than two categories

23
Q

T or F: it is possible to ask for interpretative/subjective evaluations

A

True, BUT these rarely result in intercoder reliability
- example: - 0 = non-violent, 1 = somewhat violent, 2 = violent, 3 = very violent

24
Q

what are the advantages of content analysis research?

A

1) unobtrusive
2) relatively inexpensive
3) deal with current events and topic of present-day interest
3) user material that is relatively easy to obtain and work with
4) yields data that can be quantified

25
Q

what are the disadvantages of content analysis research?

A

1) finding a representative sample can be difficult
2) obtaining reliability in coding can be difficult
3) defining terms operationally can be difficult

26
Q

what is content analysis research process?

A

1) select a topic
2) identify scoring units
3) create a sampling plan/sample
4) create operational definitions
5) assess inter-coder reliability
6) code entire sample