ADPR3510 Ch 6.ppt

ADPR3510 Ch 6.ppt - Chapter 6 Qualitative Research (c)...

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Chapter 6 Qualitative Research (c) Guilford Press, 11
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Overview (c) Guilford Press, 22 Uses A way to quantify qualitative data A way to examine messages objectively Both a measurement technique and a method Measure as a way of understanding how messages are created Method as a way of interpreting those messages
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Explanatory Power (c) Guilford Press, 33 Can quantify content data as a dependent (evaluated) variable Example: Type/Token Ratio Example: Corporate Image Can be used as an independent (manipulated) variable Example: “Good” vs. “Bad” Coverage Example: Treatment of Organization by Media
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Steps in Content Analysis (c) Guilford Press, 44 Review the Literature Define the Population of Messages Sample from that Population Define Units of Analysis Create Category System Code the Data
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What Is Content? (c) Guilford Press, 55 Manifest Content That which is visible Easily observable or measurable Quantitative Latent Content That which is not obvious That which requires attitude measurement
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ADPR3510 Ch 6.ppt - Chapter 6 Qualitative Research (c)...

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