Exam 3 : Content Analysis

Question 1

Unobtrusive Research

Answer 1

Methods of studying social behavior without effecting it. [the research does not interfere with a person’s life]

Question 2

Content Analysis

Answer 2

?

Question 3

What are some examples of samples and units of analysis in content analysis?

Answer 3

Sampling frame - ?

Units of Analysis - usually a message in content analysis [news stories, pictures]

Question 4

What does Laswell’s verbal model state?

Answer 4

Who says what to whom, why, how, and with what effect?

Question 5

What are Krippendorf’s six questions that must be adressed in every content analysis?

Answer 5

1. Which data is analyzed?
2. How are they defined?
3. What is the population from which they are drawn?
4. What is the context relative to which the data are analyzed?
5. What are the boundaries of the analysis?
6. What is the target of the inferences?

Question 6

True or False:
The following is a true example of a content analysis.

A beer company engages in a study that tries to understand how and what types of advertisements to use. The study uses print advertisements for beer and codes for models, appeals, and products.

Answer 6

True

Question 7

True or False

The Chi-Square is normally used in a content analysis to indicate whether a form of content has a certain coding category.

Answer 7

True
Thus with this test, you can find out whether a nominal variable is present or not.
It is used when we have categorical variables.