Content Analysis Professional Development Workshop

Anastasiya Zavyalova Rice University 2012 Academy of Management Meeting

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Why I use it
•Social perceptions •Media coverage •Intangible assets •Impression Management

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An example
•Managing the Message – AMJ, forthcoming •How wrongdoing affects media coverage •How firms manage media coverage after own or others’ wrongdoing

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All variables come from CA
•IV: wrongdoing=product recalls •DV: media coverage=blogs and articles from Lexis-Nexis •Moderators: announcements of firm actions=press releases from Factiva

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Example 1: wrongdoing (hand coded)
•CPSC website

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Example 2: media coverage (LIWC)

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Example 3: firm actions (Factiva, hand coded)

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CATA vs. Hand-Coding
•CA pros:
•Saves time •Reliable

•HC pros:
•Human Interpretation •Context familiarity

•CA cons:

•HC cons:
•Time consuming •Unreliable

•No in-depth knowledge of the text •Incorrect interpretations

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•DO:

Lessons learned

•Justify source selection •Familiarize yourself with the texts •Complement your expertise •Have IRR •Prepare to spend 9x more time •Save your data

•DON’T:
•Use untrained assistants •Start the project with predetermined answers
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