Introducing Communication Research: Paths of Inquiry
Third Edition
Learning Objectives
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.