Pr Research Chp. 6 And 7

Front 1

Allows you to break up gathered information from in-depth interviews, focus groups and participant-observation into units that can be categorized and counted

Back 1

Content Analysis

Front 2

Systematic, objective and quantitative method for researching messages

Back 2

Content Analysis

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Appropriate use of Content Analysis

Back 3

Documents, speeches, media releases, video content and scripts, interviews, and focus groups

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Advantages of Content Analysis

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ability to objectively and reliably DESCRIBE a message, application to advanced statistical analyses, provides logical and statistical bases for understanding how messages are CREATED

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Disadvantages of Content Analysis

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requires that the actual messages be recorded for analysis

Front 6

Steps in Content Analysis (7)

Back 6

1. Review of research literature relevant to the problem, opportunity or situation
2. Identify content
3. Specify the actual units to be counted
4. Create and pretest the system through which you will categorize the data
5. Select messages
6. Count the units and place them into categories. 7. Ascertain the reliability of the process

Front 7

What you actually SEE and count, answers questions of definition or fact (actual word, phrase, item or space/time)

Back 7

Manifest Content

Front 8

More qualitative, deals with the underlying or deeper meanings or themes of the message, attitudinal in nature, how good to bad, positive to negative, campaign themes, has reliability problems, answers questions of value

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Latent Content

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Things that are actually counted

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Units of Analysis

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Berelson's Five Units of Analysis

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1. Symbols
2. Characters
3. Themes
4. Time/Space Measures
5. Items

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Created by the researcher and used as specified in the research

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Operational Definition

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Dictionary definition most of us can agree on (words, characters, time/space, item)

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Denotative

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definition is more in line with specific usage (theme/theses)

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Connotative

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Accuracy of reporting in terms of factual error, misstated opinions, incompleteness, omissions

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Key message analyses

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Favorability of coverage to client

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Tonality analysis

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Takes into account the media being studied, location of placement, accompanying visual documentation and size of headlines

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Prominence analysis

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Comparing against the competition’s media coverage, positive and negative coverage

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Competitive analysis

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When every message in a population of messages has had an equal chance of being studied

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Probabilistic Sampling

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Occurs when you choose at random the content to analyze from the population

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Simple random

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Occurs when you choose every nth instance from the population

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Systematic random

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Selects from subsets within the population

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Systematic stratified random sampling

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Occurs when you choose messages from a population for a particular purpose, do not have access to all messages or when looking for certain messages

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Nonprobabilistic Sampling

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Occurs when you identify and place messages in the category system

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Coding

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Whether you are actually coding messages the way they should be coded

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Validity

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The amount of error coders make when placing content into categories

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Reliability

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When one coder codes multiple times and gets consistent results

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Intracoder reliability

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When two coders code and achieve the same result

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Intercoder reliability

Front 28

Formal storage place that contains a variety of types of documents

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Library

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Types of Libraries (5)

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1. Public
2. Academic
3. Specialized
4. Institutional
5. Personal

Front 30

Actual documents: studies, books, reports, and articles written by the researchers themselves

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Primary Source

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Report on findings of the primary source

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Secondary Source

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Reports on or summarizes the secondary source’s report on the primary report

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Tertiary Source

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Types of Documents in Secondary Research (4)

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1. Books
2. Periodicals
3. Databases
4. Unpublished Papers

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Aspects of Documents Veracity (3)

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1. Content
2. Authority
3. Critical Standards

Front 35

Disadvantage of Secondary Research

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1. Don’t know HOW it was collected or if it is ACCURATE
2. Don’t know what data was used and what wasn’t or if the data was weighted or transformed in any way

Front 36

Sources of Data in Secondary Research (3)

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1. Organizational Research
2. Industry Research
3. Stakeholder Research

Front 37

Measures attitudes and opinions held by management and employees, customers, and shareholders

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Organizational Research

Front 38

Looks at entire industries

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Industrial Research

Front 39

Studies groups or people who are internal or external to the organization but have common concerns or shared interests

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Stakeholder Research

Front 40

Method that combines attitude surveys, in-depth interviews, focus groups, and journals of daily activities and thoughts

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Communication Audit