Steps to Content Analysis:

1)      Id your research question/hypothesis

2)      Id your unit of analysis- what are you trying to make your claim about ?

3)      Id your sampling unit- collect a sample of texts

4)      Id your coding unit-then have 2 indept. Coders unitize the texts

5)      Calculate unitizing reliability (must be at least .70)

6)      Have two indept. Coders “code the text

7)      Calculate inter-coder reliability (must be at leae .70)

8)      Analyze Data

public (ads), private (transcribed convos b/w intimates), scripted (press releases), spontaneous (initial interactions b/w strangers), linguistic/non-linguistic

Number counting, no interpretive analysis

1)      Levels and kinds of factual knowledge held by respondant

2)      Trait/state orientations or dispositions

3)      Cognitive beliefs/perceptions abt. Some phenomenon

4)      Networks of com

5)      Demographic features

6)      Affective feelings/emotional response to some phen.

7)      Reports on behaviors

use of several ?s to measure a given variable.

when a variable has several facets, or components

constructed through simple accumulation of scores assigned to indiv. Attributes.

1)      cheaper and quicker than interviews, some people find it too much trouble to mail back in

1)      saves money and time., no need to drive some place for an interview, bad b/c people may hang up

easy to get at certain populations, but not necessarily generalizable to whole population

Sampling Frame:

Quota Sampling: 

equal probability of being chosen

numerical characteristic of pop.

Sample: 

method to determine sample

Systematic Sampling: 

Multistage cluster: 

1.                   whether a particular technique, applied repeatedly to the same object would yield the same result each time

*Reliability does not ensure accuracy; it just gives you the same result every time *

1.                   making the same measurement more than once to check consistency of measurements

a.                   A kind of internal consistency measurement of reliability in which the scores from 2 halves of a given measurement are correlated for a group of participants

a)                  a group of experts in an area evaluates a measure’s validity

1.                   Construct Validity:

1.                   Conceptualization: 

               Operationalization:

1.                   Explicit procedures/directions for how to measure variables/attributes accurately

            Constructs:

Indicators:

    Dimensions: 

  Attribute- 

1.                   Variables-

  Exhaustive

       Mutually exclusive-