3 blanks content analysis

3 blanks content analysis - Content Analysis So far O Weve...

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Content Analysis
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So far… O We’ve covered how to find secondary data O And we put secondary data to use in the SWOTs O We talked about searching media coverage to learn about trends, competition, sentiment, etc. O We learned about collecting primary data via qualitative methods. O And we conducted qualitative research as photovoice.
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Next up O Content analysis O Focused on texts, so objects of study similar to some types of qualitative research O But we analyze the texts quantitatively
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Today O Purpose of content analysis O Process in content analysis O Coding O Sampling O Results
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Content Analysis O Purpose O To find and ________ meaningful concepts in texts O Typically we analyze a set of texts representing a given time frame
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concepts in texts O We call the object of study a text O Texts include : ____, news articles, tv shows, ________, photos, video games, web pages, ________, speeches, statements, open-ended survey responses, etc.
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concepts in texts O A concept is an idea or term that ___________________________ or experiences: e.g., “violence,” “family,” “profanity,” “power,” “loneliness,” etc.
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Content Analysis O Typically a quantitative approach O That is, we find concepts and count them O Then look for relationships among those concepts using statistical analysis.
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Content Analysis O In a scholarly setting, most content analyses are deductive O Driven by theory, hypotheses , concrete expectations O Thus need to locate predetermined concepts to test the Hs
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