CONTENT ANALYSIS

Learning Objectives

(a) define content analysis

(b) compare qualitative content analysis and quantitative content analysis
(c) perform a simulated test

Introduction

Lesson Proper

Content analysis is used to analyze transcription data and any other types of data that can be reduced to textual form (e.g.,
discourses and historical materials). Content analysis can even be used to analyses non-textual data such as works of art and
architecture. However, most applied social science applications are concerned with analyzing material that can be presented to content
analysts in text form.

The technique comprises both mechanical and interpretative components (Krippendorf, 1980). The mechanical aspect
involves physically organizing and subdividing the data into categories whilst the interpretative component involves determining
what categories are meaningful in terms of the questions being asked. The mechanical and interpretative elements are inextricably
linked in a reciprocal process involving the researcher switching back and forth between the transcripts and the more conceptual
process of developing meaningful coding schemes.

There are three main forms of content analysis: qualitative, quantitative and structural content analysis,

References
 Catane, Juliet A. (2002). Conducting Research: A Practical Application. JMC Press, Inc. Quezon City
 Mann-Whitney U Test using SPSS Statistics. Leard Statistics. https://bitly.ws/32U9S
 Milenovic, Zivorad M. (2010). Application of Mann-Whitney U Test in Research of Professional Training of Primary
School Teachers. https://hrcak.srce.hr/file/106020
 Wilcoxon Signed-Rank Test using SPSS Statistics. Leard Statistics. https://bitly.ws/332oN
 Wilcoxon Signed-Rank Test practical. The British Academy. https://bitly.ws/332tp
Activity
Research on how to interpret the below tables. Provide a not less than three paragraphs explanation of a table.
Your set will be based from your class number, if it’s odd, answer the table on Wilcoxon Signed test otherwise,
the Spearman Rho correlation.

Have your (a) presentation of the findings, (b) supported/refuted literature, and (c) the implication of the results.
These tables were taken from Gabriel, et.al. (2023) entitled The Level of Social Media Platforms Usage and the
Level of Homophobism among Grade 12 Students. It will be graded based on the following: narrative
presentation – 8, and accuracy – 7.

SET A

SET B