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Content analysis (Definition (Who to Whom, what , extent & effect, why…
Content analysis
Definition
Who to Whom
what , extent & effect
why
systematic analysis
qualitative/quanti manner
Process
Step 1: Sampling
NOT random
relevant content
Step 2:Unitizing
identify & find rules to unitize
chunks
eg: assumptions,enablers,effects
Step 3:Coding
constructs concepts
applies the concepts
to units
coding schema based on theme
Step 4:Analyze
quanti & quali both
which themes occur most
what contexts
how they relate
Lacks systematic procedure
hard to replicate analysis
Schilling method:Spiral Modal
Level 1: Recorded data converted to text
Level 2: to condensed protocols
Level 3:to preliminary category system
Level 4: generate coded protocols
Level 5: coded protocols analyzed for interpretation
Limitations
coding limited to info in text
Avoiding bias in sampling
eg:published research papers