Content Analysis

Quantitative Research
Celina Sarmiento, PhD
7:00-10:00am

Prepared by:
Michael Bryan G. Rosilla
Description

 Unobtrussive Research –
Does not collect data
directly from people
 CONTENT ANALYSIS
A study of recorded human
communications
Description

 Refers to a family of procedures for

systematic, replicable analysis of text
 Can be applied to all kinds of written
text such as speeches, letters or
articles whether digital or in print
 Text in pictures, videos, film or other
visual media
Used to investigate:

 Substantive (content)
– What is being said in the message
 Form features of a text
(formal)
– How it is being said
Two Types of Content Analysis

1. Conceptual Analysis –
Analyzing the existence and
frequency of concepts in human
communication
2. Relational Analysis –
Analyzing the relationship of
concepts in human communication

Management Research: Applying the Principles © 2015 Susan Rose, Nigel Spinks & Ana Isabel Canhoto
Two types of Content

1. Manifest Content –
Observable content,
countable components of
the message
2. Latent Content –
Underlying meaning of the
manifest content
Management Research: Applying the Principles © 2015 Susan Rose, Nigel Spinks & Ana Isabel Canhoto
Process of Conducting
Content Analysis
a. Research questions
b. Operationalize variables
c. Creating a coding scheme
d. Sampling
e. Coding

Management Research: Applying the Principles © 2015 Susan Rose, Nigel Spinks & Ana Isabel Canhoto
CODING
Example:
1.Gender of the central figure (male 0;
female 1)
2.Age of central figure (young adult (18-
34 y/o) 1; mid adult (35-50 y/o) 2; older
adult (over 50 y/o) 3; indeterminate 4)
3.Credibility of the central figures
(product user or presenter 1; product
authority 2; decorative 3; indterminate 4)
4. Subdivision of occupational role of
the central figure (high-level executive
1; professional 2; entertainer/media 3;
professional sports 4; mid-level
business/semi-professional 5; non-
professional/white collar 6; non-
professional blue-collar 7;
indeterminate 8)
Strengths & Weakness

Strengths
Unobtrusive
Low cost
Allows for quantitative/qualitative research

Limitations
Time consuming
Coding error…relational analysis
May not take context into consideration

Management Research: Applying the Principles © 2015 Susan Rose, Nigel Spinks & Ana Isabel Canhoto