Content Analysis Ginnie Bushong Objectives 1 Define content

Content Analysis Ginnie Bushong

Objectives 1. Define content analysis. 2. Describe when it is appropriate to use content analysis. 3. List the steps involved in content analysis. 4. Describe the importance of categorization in content analysis. 5. Describe the two major coding categories. 6. Identify how reliability and validity is established in content analysis research. 7. Describe how data is analyzed in content analysis research. 8. Identify two major advantages and disadvantages of content analysis. 9. Examine a journal article written about research that uses content analysis.

Define content analysis • Analysis of the contents of communication. • Technique that allows us to study human behavior indirectly through analyzing communications. – Textbooks, Newspapers, Essays, Magazines, Articles, Cookbooks, Songs, Political Speeches, Novels, Advertisements, and Pictures.

Appropriate use • Educational Research • Problem Insight • Reasons: – – Obtain descriptive information Analyze observable/interview data Test hypothesis Check other research findings

Example • Counting the number of times that the words dog, pickup truck, and broken heart occur in the number one country songs for the past year. • Identify student activities on homecoming weekend using Facebook.

Steps 1. Develop rational 2. Define important terms 3. Determine method of sampling 4. Determine unit of analysis 5. Formulate coding categories 6. Analyze data 7. Conclude & Report

Importance of categorization • All studies must convert (code) descriptive information into categories: 1. Researcher determines categories before analysis begins. 2. Researcher becomes familiar with the descriptive information collected and allows the categories to emerge as analysis continues.

Major coding categories • Manifest – Refers to the specific, clear, surface contents: words, pictures, images, and such that are easily categorized. • Latent – Refers to the meaning underlying what is contained in a communication. • Both – Combination.

Reliability and Validity • Reliability – Commonly checked by comparing the results of two independent scorers. • Validity – Commonly checked by comparing data obtained from manifest content to that obtained from latent content.

Data Analysis • Frequencies • Proportions of an specific occurrence to a total occurrences. • Themes • Computer Analysis

Advantages & Disadvantages • Advantages – Unobtrusive – Easy • Disadvantages – Limited to analysis of communications – Difficult to establish validity

Journal Article • Implications of Performance Measures and Standards for Evaluation and Assessment in Agricultural Education • Prolific Authors in the Journal of Agricultural Education: A Review of the Eighties • An Examination of Selected Preservice Agricultural Teacher Education Programs in the United States

Objectives 1. Define content analysis. 2. Describe when it is appropriate to use content analysis. 3. List the steps involved in content analysis. 4. Describe the importance of categorization in content analysis. 5. Describe the two major coding categories. 6. Identify how reliability and validity is established in content analysis research. 7. Describe how data is analyzed in content analysis research. 8. Identify two major advantages and disadvantages of content analysis. 9. Examine a journal article written about research that uses content analysis.

References • Frankel, J. R. & Wallen, N. E. (2006). How to design and evaluate research in education, sixth edition. Boston: Mc. Graw Hill. • Journal of Agricultural Education