PR 680 Chapter Notes - Chapter 11: Content Analysis

• School: Ball State University
• Department: Public Relations
• Course: PR 680
• Professor: Dr. Sungwon Chung

Document Summary

Advantages: the raw material of content analysis is usually readily accessible, human research approvals are typically not required, reliability can be 100%. Disadvantages: content analysis addresses only questions of content, application only if used for comparisons, questions of how content analysis data should be interpreted, validity can be a problem, a basic content analysis. Define the content to be analyzed: theoretical interest, practical matter of limiting content, e. g. , vehicle stickers that support candidates. Sample the content: variety of sampling methods available, e. g. , random number to identify vehicles. Select units for coding: recording or coding units, e. g. , campaign stickers with candidate names. Develop a coding scheme: create categories which sampled unit are placed, all sampled units placed in a category, e. g. , candidate names. Assign each occurrence of a unit in the sample to a code in the coding scheme: numbering stops when there is no remaining content, e. g. , no new names to be added.