Developing Competency Model

From Raw Data

 3.CONTENT ANALYSIS OF VERBAL
BEHAVIOUR

Content Analysis: It consists of identifying the

contents or themes represented by the clusters of
incidents and conducting “retranslation” exercises
during which the analyst or other respondents sort the
incidents into content dimensions or categories.
These steps help to identify incidents that are judged
to represent dimensions of the behavior being
considered.
 Content analysis of verbal behaviour
• The content analysis of language is a method of assessing
what people say or write about in speech or texts and how
strongly they may feel about their subject matter.
• Content analysis is a quantitative, in that it is based on a tally
of occurrences of particular words, construction, concepts, or
other linguistic phenomena in the input material. The basic
tally may be transformed in a variety of ways, but lies at the
heart of such analysis techniques.
• By focusing on relationships & attitudes, content analysis can
be flexible with respect to specific work combination &
grammatical relationship & the process may include
transformation of basic tallies with respect to the number of
words examined, which enables the comparisons of content
analysis scores with an individual over time and across
individuals.
• It also states that a distinction must be made between language
in its abstract aspect and language in its physical aspect. This
distinguish is implied in such pairs of terms as language and
object language, code and message , and systems of habits.
• The physical of language consists of actual verbal statements
and it is primarily concerned with meanings. Whereas
linguistic analysis is concerned with the properties of
language as a code of transmission of communication