University of Northeastern Philippines

School of Graduate Studies and Research

Iriga City

Date: July 28,2019

Course: Doctor of Education (Ed. D.) – Major in Educational
Management
Subject: EDUC 301 – Qualitative Research
7:30 – 10:30 am Sunday
First Semester School Year 2019-2020
Topic: Content Analysis
Reporter: EDNA R. SORIANO
Student
Professor: Dr. Eleanor A. Osea, Ed. D., CESO IV
UNEP, Iriga City

CONTENT ANALYSIS

 What is Content Analysis?

 Purpose of Content Analysis?
 Categories of Content Analysis
 Process of Content Analysis
 Six Steps of Content Analysis
 Disadvantage/Advantage of content analysis

Content Analysis
- Is a technique that enables researches to study human behavior in an indirect
way, though an analysis of their communication.
- It is just what its name implies: the analysis of the usually, but not necessarily,
written contents of a communication.

Content Analysis
- Is a research technique used to make replicable and valid inferences by
interpreting and coding textual material.
- By systematically evaluating texts (e.g documents, oral communication, and
graphics), qualitative data can be converted into quantitative date.
Purpose of Content Analysis

- Content Analysis is used to determine the presence of certain words, concepts,

themes, phrases, characters, or sentences within texts or sets of texts and quantify
this presence in an objective manner.
- Make inferences to the source of communications
- Understand the motives, values or intensions of these who wrote them
- Understand the symbolic meaning/communication
- Content Analysis is used due to the fact that it be applied to examine any piece
of writing or occurrence of recorded communication.
- CA is used in large number of fields, ranging from marketing and media studies,
to literate, rhetoric, information studies, sociology and political science,
psychology science, as well as other field of inquiry.

Two General Categories of Content Analysis:

1. Conceptual Analysis –

 Can be thought of as establishing the existence and frequency of concepts

in a text.
 Consists primarily in breaking down or analyzing concepts into their
constituent parts in order to gain knowledge or a better understanding of
a particular philosophical issue in which the concept is involved.

2. Relational Analysis –

 Build on conceptual analysis by examining the relationships among

concepts in a text.
 Is a technique used that explores the relationships of identified concept in a
text.
 It begins with the act of identifying concept presents in a given text or set
of texts. However, relational analysis seeks to go beyond presence by
exploring the relationships between the concepts identified.
 Has also been termed semantic analysis. The focus of RA is to look for
semantic or meaningful relationships.
Process of Content Analysis:

Six questions must be addressed in every content analysis:

1. Which data are analyzed?

2. How are they defined?
3. What is the users from which they are drawn?
4. What is the context relative to which the data are analyzed?
5. What are the boundaries of the analysis?
6. What is the target of the inferences?

Six STEPS of Content Analysis:

- Formulation of the research question

- Selection of Communication content and Sample

- Developing Content Categories

- Finalizing Units of Analysis

- Coding schedule, pre-testing & checking inter coder reliabilities

- Analyzing collected data

Advantages of Content Analysis:

- Useful for gathering information from a range of areas (e.g. Drawing, film/book
content, diaries, etc)
- High ecological validity as typically people will be talking about their real
feelings and experiences.
- Analyze social phenomena is its non-invasive nature, in contrast to simulating
social experiences or collecting survey analysis.

Disadvantages of Content Analysis:

- Time consuming
- Prone to bias and subjectivity
- Information can be lost due to poor selection of categories