Chapter 10: nonreactive: measures in which people being studied are unaware that they are in a study. Nonreactive measurement: the logic of nonreactive research. Unobtrusive measures: another name for nonreactive measures. It emphasizes that the people being studied are not aware of it b/c the measures do not intrude: recording and documentation. Quantitative content analysis: what is content analysis. Technique for gathering and analyzing the content of text. Content: refers to words, meanings, pictures, symbols, ideas, theme or any message that can be communicated. Text: a general name for symbolic meaning w/i a communication mediu measured in content analysis. Uses objective and systematic counting and recording procedures to produce a quant description of the symbolic content in a text. Coding: the process of converting raw information or data into another form for analysis. Cannot determine the truthfulness of an assertion or evaluate the aesthetic qualities of literature. It reveals the content in text but can"t interpret the content"s sig.