 Is a technique that enables
researchers to study human
behavior in an indirect way,
through an analysis of their
communications.
 It is just what its name
implies: the analysis of the
usually, but not necessarily,
written contents of a
communication
 Textbooks, essays,
newspapers, novels,
magazine articles,
cookbooks, songs,
political speeches,
advertisements, pictures,
in fact, the contents of
virtually any type of
communication
 Develop appropriate categories,
ratings, or scores that the
researcher can use for
subsequent comparison in order
to illuminate what he or she is
investigating
 Gerbner and his colleagues
 Did a content analysis of the
amount of violence on television
 Dramatic television programs that
were broadcast during a single week
in the fall of each year
 They developed a number of measures
Prevalence: percentage of programs that
included one or more incidents of
violence
Rate: number of violent incidents occuring
in each program
Role: referred to the individuals who were
involved in the violent incidents.
 DETERMINE OBJECTIVES
 SPECIFYTHE UNIT OF ANALYSIS
 LOCATE RELEVANT DATA
 DEVELOP A RATIONALE
 DEVELOP A SAMPLING PLAN
Stratified Sampling
Cluster Sampling
 To obtain descriptive
information of one kind or
another.
 To analyze observational
and interview data.
 To test hypothesis.
 To check other research
findings.
 To obtain information
useful in dealing with
educational problems.
 Describe trends in schooling over time by
examining the professional and/or general
publications.
• Understand organizational patterns.
• Show how different schools handle the same
phenomena differently.
 Infer attitudes, values, and cultural patterns in
different sorts of courses and activities.
 Compare the myths that people hold about
schools with what actually occurs within them.
 Gain a sense of how teachers feel about their
work.
 Gain some idea of how schools are perceived.
1. The researcher determines the categories before
any analysis begins.
2. The researcher becomes very familiar with the
descriptive information collected and allows the
categories to emerge as the analysis continues.
Submitted to:
Prof.Agnes Montalbo
RizalTechnological University
Submitted by:
Magnolia Lyn Gonzales
 Refers to the consistency of a measure
 A test is considered reliable. If we get the
same result separately.
 Reliability in content analysis is commonly
checked by categories.
 Categories
▪ comparing the results of two independent scores
 Equivalent forms
 A kind of equivalent forms reliability could be
done by selecting a second sample of materials or
dividing the original sample in half.
 Refers accuracy of the result
 Validity as applied to content analysis can be
checked by comparing data obtained from
manifest content to that obtained from latent
content.
 In content analysis studies designed to
explore relationships
 Other researchers prefer to use codes and
themes as aids in organizing content and
arriving at a narrative description of findings.
Submitted by: Hipolito, Jeric L.
CODING CATEGORIES
Developing emergent coding
categories requires a high level of
familiarity with the content of a
communication.
In doing a content analysis, a
researcher can code Either the
Manifest or the latent content of a
Communication, and sometimes
both.
The Manifest Content of a
communication refers to the specific,
clear, surface contents: the words,
pictures, images, and such that are
easily categorized.
The Latent Content of a
document refers to the meaning
underlying what is contained in a
communication.
FORMULATE CODING CATEGORIES
After the researcher has defined as
precisely as possible what aspects
of the content are to be
investigated, he or she needs to
formulate categories that are
relevant to the
(Cont.)
investigation. The categories should
be so explicit that another researcher
could use them to examine the same
material and obtain substantially the
same results.
MANIFEST VERSUS LATENT
CONTENT
Both methods have their
Advantages and Disadvantages.
Coding the Manifest Content of a
document has the Advantage of
ease of coding and reliability
Coding the latent content of a
document has the advantage of
getting at the underlying meaning of
what is written or shown, but it
comes at some cost in reliability.
Prepared by:
Leguin , Anna Marie
Allowing researchers to
calculate quite rapidly very
complex statistics.
Program to assist qualitative
researchers in their analysis
now also exist.
The “Find” command can
locate various passage in a
document that contain key
words or phrases.
 Notable examples of qualitative
computer programs that are
currently available include
ATLAS.ti, QSR NUD*IST,
Nvivo, and HyperResearch.
The program provides tools that let the user locate, code,
and annotate findings in primary data material, to weigh
and evaluate their importance, and to visualize the often
complex relations between them.
ATLAS.ti
 Optical scanners are available
that make it possible for
computers to “Read” documents
and store the contents digitally,
thus eliminating the need for data
entry hand.
Submitted by:
Magaro, Mark Lester Q.
Content Analysis is that it is
unobtrusive. A researcher can observe
without being observed.
Content Analysis is extremely
useful as a means of analyzing
interview and observational data.
Content Analysis is
that researcher can
delve into records and
documents to get some
feel for the social life of
an earlier time.
Content Analysis are often
relatively simple and economical
with regard to both time and
resources.
Content Analysis
permits
replication of a
study by other
researcher.
A major disadvantage of
content analysis is usually
limited to recorded
information.
The other main disadvantage is in
1. Limited to examining already recorded
messages.
2. Ineffective for testing causal relationships
between variables.
3. Not appropriate in every research situation.
“Student Teachers and Classroom
Discipline ”
 is made clear at the end of the
introduction
Purpose:
“to describe classroom behaviors
seen as discipline problems by
student teachers and both effective
and ineffective strategies for dealing
with these problems ”
 study justified by citing several
references
 it is appropriate that the key term was
not defined for participants
 it appears that there may have been
prior studies using similar methodology
 no hypotheses are stated,
which is appropriate, since the
study intended to be descriptive
 sample is described in terms of
gender, grade-level assignments,
age, percent who were parents
 typical content analysis methods were
used to generate five categories

Content Analysis 1

  • 2.
     Is atechnique that enables researchers to study human behavior in an indirect way, through an analysis of their communications.
  • 3.
     It isjust what its name implies: the analysis of the usually, but not necessarily, written contents of a communication
  • 4.
     Textbooks, essays, newspapers,novels, magazine articles, cookbooks, songs, political speeches, advertisements, pictures, in fact, the contents of virtually any type of communication
  • 5.
     Develop appropriatecategories, ratings, or scores that the researcher can use for subsequent comparison in order to illuminate what he or she is investigating
  • 6.
     Gerbner andhis colleagues  Did a content analysis of the amount of violence on television  Dramatic television programs that were broadcast during a single week in the fall of each year
  • 7.
     They developeda number of measures Prevalence: percentage of programs that included one or more incidents of violence Rate: number of violent incidents occuring in each program Role: referred to the individuals who were involved in the violent incidents.
  • 9.
     DETERMINE OBJECTIVES SPECIFYTHE UNIT OF ANALYSIS  LOCATE RELEVANT DATA  DEVELOP A RATIONALE  DEVELOP A SAMPLING PLAN Stratified Sampling Cluster Sampling
  • 11.
     To obtaindescriptive information of one kind or another.  To analyze observational and interview data.  To test hypothesis.  To check other research findings.  To obtain information useful in dealing with educational problems.
  • 12.
     Describe trendsin schooling over time by examining the professional and/or general publications. • Understand organizational patterns. • Show how different schools handle the same phenomena differently.
  • 13.
     Infer attitudes,values, and cultural patterns in different sorts of courses and activities.  Compare the myths that people hold about schools with what actually occurs within them.  Gain a sense of how teachers feel about their work.  Gain some idea of how schools are perceived.
  • 14.
    1. The researcherdetermines the categories before any analysis begins. 2. The researcher becomes very familiar with the descriptive information collected and allows the categories to emerge as the analysis continues.
  • 15.
    Submitted to: Prof.Agnes Montalbo RizalTechnologicalUniversity Submitted by: Magnolia Lyn Gonzales
  • 16.
     Refers tothe consistency of a measure  A test is considered reliable. If we get the same result separately.
  • 17.
     Reliability incontent analysis is commonly checked by categories.  Categories ▪ comparing the results of two independent scores
  • 18.
     Equivalent forms A kind of equivalent forms reliability could be done by selecting a second sample of materials or dividing the original sample in half.
  • 19.
     Refers accuracyof the result  Validity as applied to content analysis can be checked by comparing data obtained from manifest content to that obtained from latent content.
  • 20.
     In contentanalysis studies designed to explore relationships  Other researchers prefer to use codes and themes as aids in organizing content and arriving at a narrative description of findings.
  • 21.
  • 22.
    CODING CATEGORIES Developing emergentcoding categories requires a high level of familiarity with the content of a communication.
  • 23.
    In doing acontent analysis, a researcher can code Either the Manifest or the latent content of a Communication, and sometimes both.
  • 24.
    The Manifest Contentof a communication refers to the specific, clear, surface contents: the words, pictures, images, and such that are easily categorized.
  • 25.
    The Latent Contentof a document refers to the meaning underlying what is contained in a communication.
  • 26.
    FORMULATE CODING CATEGORIES Afterthe researcher has defined as precisely as possible what aspects of the content are to be investigated, he or she needs to formulate categories that are relevant to the
  • 27.
    (Cont.) investigation. The categoriesshould be so explicit that another researcher could use them to examine the same material and obtain substantially the same results.
  • 28.
    MANIFEST VERSUS LATENT CONTENT Bothmethods have their Advantages and Disadvantages. Coding the Manifest Content of a document has the Advantage of ease of coding and reliability
  • 29.
    Coding the latentcontent of a document has the advantage of getting at the underlying meaning of what is written or shown, but it comes at some cost in reliability.
  • 30.
  • 31.
    Allowing researchers to calculatequite rapidly very complex statistics. Program to assist qualitative researchers in their analysis now also exist.
  • 32.
    The “Find” commandcan locate various passage in a document that contain key words or phrases.
  • 33.
     Notable examplesof qualitative computer programs that are currently available include ATLAS.ti, QSR NUD*IST, Nvivo, and HyperResearch.
  • 34.
    The program providestools that let the user locate, code, and annotate findings in primary data material, to weigh and evaluate their importance, and to visualize the often complex relations between them. ATLAS.ti
  • 35.
     Optical scannersare available that make it possible for computers to “Read” documents and store the contents digitally, thus eliminating the need for data entry hand.
  • 36.
  • 38.
    Content Analysis isthat it is unobtrusive. A researcher can observe without being observed. Content Analysis is extremely useful as a means of analyzing interview and observational data.
  • 39.
    Content Analysis is thatresearcher can delve into records and documents to get some feel for the social life of an earlier time.
  • 40.
    Content Analysis areoften relatively simple and economical with regard to both time and resources.
  • 41.
    Content Analysis permits replication ofa study by other researcher.
  • 42.
    A major disadvantageof content analysis is usually limited to recorded information.
  • 43.
    The other maindisadvantage is in 1. Limited to examining already recorded messages. 2. Ineffective for testing causal relationships between variables. 3. Not appropriate in every research situation.
  • 44.
    “Student Teachers andClassroom Discipline ”
  • 45.
     is madeclear at the end of the introduction
  • 46.
    Purpose: “to describe classroombehaviors seen as discipline problems by student teachers and both effective and ineffective strategies for dealing with these problems ”
  • 47.
     study justifiedby citing several references
  • 48.
     it isappropriate that the key term was not defined for participants
  • 49.
     it appearsthat there may have been prior studies using similar methodology
  • 50.
     no hypothesesare stated, which is appropriate, since the study intended to be descriptive
  • 51.
     sample isdescribed in terms of gender, grade-level assignments, age, percent who were parents
  • 52.
     typical contentanalysis methods were used to generate five categories