Content analysis
One of the potential pitfalls in devising a coding scheme is that:
It can be difficult to obtain a random sample of newspapers
You might run out of photocopier paper
The categories may not be mutually exclusive
The unit of analysis is too clearly defined
The categories may not be mutually exclusive
The dimensions must be entirely separated from each other, which means no overlaps. Equally, the categories for each dimension must be mutually exclusive and there should not be any ‘gray’ areas within dimensions which could leave coders uncertain of how to code accurately. These exhortations are not actually any different to instructions that could be given for other forms of structured research methods, like interviewing and observing.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 294,295
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 294,295
The categories may not be mutually exclusive The dimensions must be entirely separated from each other, which means no overlaps. Equally, the categories for each dimension must be mutually exclusive and there should not be any ‘gray’ areas within dimensions which could leave coders uncertain of how to code accurately. These exhortations are not actually any different to instructions that could be given for other forms of structured research methods, like interviewing and observing.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 294,295
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 294,295
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Which of the following is not an example of a ‘unit of analysis’?A. Validity
B. significant actors
C. Words
D. subjects and themes
The data from each row in a coding schedule can be entered into a quantitative analysis computer program called:
A. Endnote
B. N-Vivo
C. Outlook
D. SPSS
Why did Warde sample food magazines from four different months in the year?
A. Because there weren’t enough food adverts in the first two magazines
B. To take into account any seasonal variation in the recipes included in the magazines
C. To find information from more than one form of mass media communication
D. Because he couldn’t decide which of the recipes were the most appetizing
The purpose of a coding manual is to:
A. Provide a form onto which the data can be entered
B. Provide researchers with instructions about how to code the data
C. List all the categories that have been omitted from the schedule
D. Test researchers’ knowledge of statistics
If coders differed in their interpretations of the categories in the schedule, this could negatively affect the data’s:
A. Internal generalisability
B. Intra-interviewer reliability
C. Construct validity
D. Inter-coder reliability
Which of the following could be subjected to a textual content analysis?
A. Interview transcripts
B. Newspaper articles
C. Song lyrics
D. All of the above
Quantitative content analysis is an approach that aims to:
A. Objectively and systematically measure the content of a text
B. Reach an interpretive understanding of social action
C. Engage in a critical dialogue about ethical issues in research
D. Provide a feminist alternative to ‘male-stream’ quantitative methods
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