INDIAN INSTITUTE OF MANAGEMENT BANGALORE

RMD; PGP – III (2022-2023)

Analyzing Qualitative Data (e.g., FGI data) - Content Analysis
Content Analysis is described as the scientific study of content of communication. It is the
study of the content with reference to the meanings, contexts and intentions contained in
messages. The term Content Analysis is 75 years old, and Webster’s Dictionary of English
language listed it since 1961.
In 1952, Bernard Berelson published Content analysis in Communication Research,
which heralded recognition for the technique as a versatile tool for social science and media
researchers. Some scholars adopted it for historical and political research as well (Holsti,
1968). However, the method achieved greater popularity among social science scholars such
as Marketing Researchers as well as a method of communication research (Wimmer and
Dominick, 1994:163). The development of content analysis as a full-fledged scientific
method took place during World War II when the U.S. government sponsored a project under
the directorship of Harold Lasswell to evaluate enemy propaganda. The resources made
available for research and the methodological advances made in the context of the problems
studied under the project contributed significantly to the emergence of the methodology in
content analysis. One of the outcomes of the project, the book entitled Language of Politics
published in 1940s (Lasswell et. al. 1965), still remains a classic in the field of content
analysis. Later on, the method spread to other disciplines (Woodrum, 1984).
Conceptualization
• Content analysis is a research technique for the objective, systematic, and quantitative
description of the manifest content of communication (Berelson 1952, p. 55).
• The term “content analysis" is used here to mean the scientific analysis of
communications messages. . .. The method is, broadly speaking, the "scientific
method,” and while being catholic in nature, it requires that the analysis be rigorous
and systematic (Barcus 1959, as cited in Holsti 1969, p. 3).

Characteristics of content analysis

Objectivity – Content analysis should be objective. MR consultants should derive the results
based on the actual content of the messages. He/she should not apply his/her subjective
assessment and manipulate the data. Two MR consultants, following identical procedures
with the same set of data independently, should arrive at similar conclusions.
Systematic - The meaning of "system" is that content analysis must be designed to secure
data relevant to a scientific problem or hypothesis (Berelson 1952). The findings must have
theoretical relevance and be tested further (quantitative research). The findings should meet
the objectives of qualitative research such as Focus Group Interview.
Quantification - This requirement is perhaps the most distinctive feature of content analysis.
Quantification of judgments distinguishes content analysis from ordinary critical reading. A
measurement of the extent of emphasis or omission of any given analytic category is what
content analysis is all about. Although researchers equated quantification with strict
frequency count (Leites and Pool 1942, as cited in Lasswell, Leites, and Associates 1949;
Janis 1943) and the assignment of numerical values (Kaplan and Goldsen 1949), this demand
is perhaps too strict and unnecessary (Kracauer 1952). Berelson (1952) feels that the
quantification requirement can take the form of quantitative words like more, always,
increases, or often. What is implied by the quantification requirement is that the data be
amenable to statistical methods not only for precise and parsimonious summary of findings
but also for interpretation and inference. Frequency distribution is widely used as a
quantification method.
Content analysis bridges the gap between qualitative and quantitative research

How to analyze FGI data (qualitative data using content analysis)?

(Step 1) Listen the FGI recording few times (Step 2) Code/number the participants
with numerical number such as 1,2 3, ….. (Step 3) Write down the statement of
each participant derived from the FGI recoding (Step 4) Go through the written
statement and/or listen (again, for verification only) the recording few times and write down
the factors/key words/statements each respondent mentioned in a frequency distribution
table. Please refer the attached Content Analysis PPT for an example. These
factors/statements/key words can be considered as inputs for further quantitative research
such as questionnaire development.
PS: Follow the aforesaid three characteristics namely objective, systematic, and quantification
as closely as possible while analyzing FGI/Qualitative data.
Adopted from Kassarjian, H. H. (1977). Content analysis in consumer research. Journal of
consumer research, 4(1), 8-18.