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11+Content+Analysis

11+Content+Analysis - CONTENT ANALYSIS Ron Sandwina Ph.D...

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CONTENT  ANALYSIS Ron Sandwina, Ph.D. Communication Studies Department IUPUI
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Content Analysis Defined…. “The systematic study of the content and quantification of the content and meaning of communication messages” (Hocking, Stacks, & McDermott, 2003, p.171). Content analysis seeks to describe the characteristics of messages in texts. Speeches, dialogue, conversations, newsletters, articles, and editorials, among others, are the potential texts that can be content analyzed.
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Uses of Content Analysis  Description Content analysis adds to the accuracy and precision of field observations. Explanation Content analysis allows for the measurement of independent and dependent variables such that meaningful comparisons can be made.
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Advantages of Content Analysis It is unobtrusive. It accepts unstructured material, which observers categorize, unlike questionnaires and interviews which ask predetermined questions that limit a respondent’s answers.
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