Learning Objectives

This chapter will help you:

  • Explain the advantages and disadvantages of content analysis.
  • Identify settings in which content analysis might be used.
  • 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.