QUANTITATIVE CONTENT

ANALYSIS
Categories
Definition Pros // Cons should be:
mutually exclusive
It is unobtrusive. exhaustive
Finding a
Quantitative content analysis is a It is relatively
representative sample reliable
research methodology used to inexpensive.
Determining Tips:
It can deal with current
analyze and quantify the content events and topics of
measurable units
Use a historical
of various forms of communication, Obtaining reliability in
present-day interest. approach
coding
such as texts, images, videos, or It uses material that is
Defining terms
Use a comparative
relatively easy to obtain approach
audio. It involves systematically operationally
and work with. Offer operational
counting and categorizing specific Ensuring validity and definition for each
It yields data that can
elements or characteristics within utility in your findings action you want
be quantified.
the content to draw objective coded

conclusions and identify patterns or

trends. intercoding testing formula:

PA= A/n x 100

Step-by-step
Decide what you want to find out and offer a
hypothesis--that is, an educated guess-about what
you expect to find.
Explain what you'll be investigating and tell why this
research is worth doing.
Offer an operational definition of the topic you'll be
studying. If you're studying violence, tell how you
define it.
Explain your basis for selecting the sample you'll be
analyzing.
Explain your unit of analysis.
Describe your classification system or system of
categories for coding your material.
Determine your coding system.
Test for intercoding reliability and make any
necessary adjustments, such as increased training
and practice for the coders or an adjustment of the
operational definition and code guides.
Using your coding system, analyze the sample you
have selected.
Present your findings using quantified data you've
obtained from your content analysis.
Interpret your results using your numerical data and
other material relevant to your research
Quali vs Quanti
key differences
1. Quantitative content analysis focuses on
numerical and statistical analysis, while qualitative
content analysis focuses on understanding meaning
and context.
2. Quantitative content analysis is more objective
and relies on systematic coding and counting, while
qualitative content analysis is more interpretive and
looks for patterns or themes.
3. Quantitative content analysis requires larger
sample sizes for statistical significance, while
qualitative content analysis often works with smaller,
more in-depth samples.
4. Quantitative content analysis emphasizes
replicability and generalizability, while qualitative
content analysis emphasizes the subjective
interpretation of the researcher.
5. Quantitative content analysis generates
numerical data that can be analyzed statistically,
while qualitative content analysis generates
descriptive data that provides a deep
understanding of the content.

prepared by: Nalyssa Resoles

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