ADPR 3850 Study Guide - Midterm Guide: Program Evaluation, Participant Observation, Ethnography

• School: University of Georgia
• Department: Advertising and Public Relations
• Course: ADPR 3850
• Professor: Michael Cacciatore

Document Summary

Content analysis: the systematic, objective, and quantitative method for researching methods. Typically used to analyze media articles and other content, but also used for speeches, scripts, video content etc. Key features: objectivity, which is accomplished through a set of rules that coders must follow. These rules ensure our ability to convert qualitative media messages into numbers that can be analyzed and compared and tested for reliability and validity. Others have described content analysis in a slightly different manner. A technique for the systematic description of the content of communication. This definition removes the quantitative dimension present in the first definition. Identify the universe of content to be analyzed. As with research, review of the research should be conducted first. Specification of the units to be counted. Refining the categories you will use to classify the units. Train the coders and conduct a pilot test. Steps in a content analysis: review of the literature.