Chapter Summary

This chapter introduces students to the quantitative analysis of communication content and provides step-by-step examples at a basic and a more advanced level.

Chapter Objectives

This chapter will help you:

• Explain the advantages and disadvantages of quantitative content analysis.
• Describe, with examples, the steps of a basic content analysis.
• Identify and explain the units that might be used in content analysis.
• Discuss, with examples, the use of content analysis in understanding human interaction.
• Explain the circumstances under which content analysis may have ethical implications.