Content analysis
Quantitative content analysis is an approach that aims to:
Objectively and systematically measure the content of a text
Reach an interpretive understanding of social action
Engage in a critical dialogue about ethical issues in research
Provide a feminist alternative to ‘male-stream’ quantitative methods
Objectively and systematically measure the content of a text
Bryman (p285) explains that content analysis involves quantifying the content of a text or document according to predetermined categories, which is alleged to be a scientifically rigorous, ‘objective’ strategy. Because of the concentration on quantification of utterances in analysed texts, this is quite obviously a quantitative strategy, so answer (d) cannot be correct. It is not so much a research method, in the sense of data-gathering, as it is an approach to data analysis but this is handled so distinctively that most researchers refer to it as a method.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 285
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 285
Objectively and systematically measure the content of a text Bryman (p285) explains that content analysis involves quantifying the content of a text or document according to predetermined categories, which is alleged to be a scientifically rigorous, ‘objective’ strategy. Because of the concentration on quantification of utterances in analysed texts, this is quite obviously a quantitative strategy, so answer (d) cannot be correct. It is not so much a research method, in the sense of data-gathering, as it is an approach to data analysis but this is handled so distinctively that most researchers refer to it as a method.
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 285
Reference: Bryman: Social Research Methods: 5th Edition Page(s) 285
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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
Why might a researcher want to count the frequency of certain words in a text?
A. It increases the reliability of the coding measures
B. It is a good way of finding out about the journalist’s favourite words
C. Emotive words can be used excessively to provoke a moral panic
D. It shows which words are most common in the English language
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