Content Analysis Data Collection Services Data Analysis Services - Statswork

OCT 14, 2019
Research paper
Research Planing | Data Collection | Semantic Annotation | Consumer & Retail Analytics | Econometrics Copyright © 2019 Statswork. All rights reserved
CONTEN
T
ANALYSIS

The images or text contents are transferred
to a measurable quantity through coding.
The big challenge is involved in the
construction of a coding scheme that is,
selecting a suitable sampling technique like
cluster sampling and a proper statistical
measure for analysing the data.Content
analysis was originally introduced to bring
out the analytical rigor in the
communicationsciences. Cohen’s kappa is
one such measure to be used for the
content analysis.
SHORT NOTES
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TYPES
OF CONTENT ANALYSIS
QUANTITATIVE CONTENT ANALYSIS
Quantitative content analysis focusses
on methods, where the text data are
methodically recoded then those data
are categorized for the statistical data
analysis.
QUALITATIVE CONTENT ANALYSIS
Qualitative content analysis focusses on
content generated by the existing
repository of information’s such as
television content, newspapers, historic
documents, content from media
transcripts, blogs, telephonic
conversations, and written
communications through email, letters,
etc

REQUIREMENTS FOR CONDUCTING
SUCCESSFUL CONTENT ANALYSIS
Careful attention is
needed in separating
the texts for analysis.
Reliability in using the
statistical measures and
the code used to analyse
the textual content.
Validity of the method
used.
01 02 An appropriate sample of
units for the analysis by
using a suitable sampling
technique.
03 04
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EXAMPLES OF CONTENT ANALYSIS
Analyzing the textual data from the newspapers and magazines or are
corded/written material like administrative speeches, advertisements in
television or other media. Text data are documented and converted into
numerical data for analyzing the trends and patterns.
Analyse the ongoing hot topic from the news, or to analyse the numberof
times a particular word has appeared in a public speech, etc., Text data are
documented and converted into numerical data for analysing the trends and
patterns.

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QUANTITATIVE CONTENT ANALYSIS
Quantitative content analysis works by framing the coding scheme before
data collection and analyse them by modifying the same.
Regularized and methodical observations of patterns in the textual data
clearly differentiate the quantitative content analysis from other
research methodologies in explaining the trends and interpreting the
textual content.
Quantitative content analysts is suitable for a larger number of textual
data and numerical transformations provides patterns and trends for
the study.
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QUALITATIVE CONTENT ANALYSIS
Qualitative content analysis possess a unique characteristic which focuses on a
sequential process of developing the meanings from the sampled textual data based on
new findings. Qualitative content analysis keeps on updating the methodical scheme.
Qualitative content analysis makes the researchers to do the analysis in a cyclic way
for better way of interpreting the data. Data scientist engaging with such qualitative
methods are often suitable for small number of texts in the data.
Researchers used the qualitative data analysis to make sense of the sampled data,
comes in various approaches, which tend to be associated with particular conceptual
areas and methods such as cluster analysis.
Depending on the objective of the study, the textual data from the content analysis can
served as response or explanatory variables & identifying the suitable explanatory variable
in an effective way and could be used in testing and experimenting the effects of media.

APPLICATIONS OF CONTENT ANALYSIS
Studies seeks to understand the messages in
visual texts often called as Semiotics.
From the language spoken by the people in producing
the meaning through texts often referred as discourse
analysis.
Capturing the hidden meaning in the
texts – Interpretative analysis.
Analysing the structure of talk –
Conversation analysis.
Data oriented analysis to develop
theories.
01
02
03
04
05
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PURPOSE OF USING CONTENT ANALYSIS
1.To make inference about the antecedents of communications
eg. Analysing the legal and evaluative evidence,
to infer the cultural change, etc.
eg. Analysing the pattern of communications, infer
about the trends in message communications, etc
3.To make inference about the consequences of communications
eg. in assessing the responses to communication,
and in analysing the flow of information’s, etc.
2.To make or describe the inference about the characteristic of communications

SUMMARY
During the 19th century, the textual data from newspapers are analysed manually to
measure the number of lines and space for a given subject. However, in recent
times, with the advent of contextual data, strong technological skills and rich
computer configurations makes the more complex problem into simple
computational techniques. Thus, content analysis is an emerging statistical topic
especially in the big data field.

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