tailieunhanh - Lecture Communication research: Asking questions, finding answers (2/e): Chapter 13 - Joann Keyton

Chapter 13 - Quantitative analysis of text. After reading this chapter, you should be able to: Differentiate between manifest and latent content in content analysis, explain the basic processes for conducting a content analysis, identify appropriate uses of interaction analysis, explain the basic processes for conducting a research study using interaction analysis, assess the appropriateness and adequacy of a category scheme. | Chapter 13 Quantitative Analysis of Text Study of texts or messages is central to the communication discipline Two data collection and analytical methods Content analysis -- quantitative Interaction analysis -- quantitative Content Analysis Both data collection and analytical technique Allows researchers to make inferences by identifying specific characteristics of messages Manifest content Latent content Content Analysis Objective Carried out according to rules and procedures Systematic Identifying content to be coded Coding and interpreting content Generality Findings should have theoretical relevance Basic Principles of Content Analysis A number of messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to allow for comparisons Researcher addresses the relevance of frequencies to the theoretical propositions supporting the study What Content Can Be Analyzed? Any message or aspect of | Chapter 13 Quantitative Analysis of Text Study of texts or messages is central to the communication discipline Two data collection and analytical methods Content analysis -- quantitative Interaction analysis -- quantitative Content Analysis Both data collection and analytical technique Allows researchers to make inferences by identifying specific characteristics of messages Manifest content Latent content Content Analysis Objective Carried out according to rules and procedures Systematic Identifying content to be coded Coding and interpreting content Generality Findings should have theoretical relevance Basic Principles of Content Analysis A number of messages can be classified into a set of categories Elements classified together have similar meanings Categories produce frequency counts to allow for comparisons Researcher addresses the relevance of frequencies to the theoretical propositions supporting the study What Content Can Be Analyzed? Any message or aspect of a message that can be captured Sources, senders, or recipients of messages Reasons for sending messages Channels messages are sent through Content of messages Message effects Nonverbals, visual cues, sounds Content Analysis Process Develop hypothesis or research question that calls for content analysis Select messages to be analyzed Select categories and units for coding Develop procedures for resolving coding decision differences Select a sample if all messages cannot be coded Code messages into categories Interpret the results of the coding Selecting What to Code Are the messages available or must they be created? Narrow the data set for the elements of interest May still need to sample elements Messages may have structural characteristics that need to be considering in sampling Developing Content Categories Based on theoretical premise or can emerge from the data What was said How message was said Categories must be Exhaustive Equivalent Mutually exclusive Be careful of

• PR - Truyền thông
• Communication research
• Lecture Communication research
• Quantitative communication research
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• Quantitative analysis
• Interaction analysis
• Quantitative research report
• Communication scholars
• Research questions
• Research process model
• Research process
• Research hypotheses
• Quantitative research hypotheses
• Planning research
• Research ethics
• Designing qualitative research
• Research objective
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• Conceptualizing quantitative research
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• Quantitative research designs
• Posttest experimental design
• Qualitative research report
• Presenting the data
• Qualitative research
• Mutual simultaneous shaping
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