(8) Code the content according to established definitions.

(9) Analyze the collected data.

(10) Draw conclusions and search for indication.

(1) Formulate the research questions or hypothesis: The con

tent
analysis should be guided by well-formulated research
questions or hypothesis. The research question can be
generated from an existing theory, prior research, practica}
problems, changing social conditions, etc. Well-defineg
research questions or hypothesis lead to the development of
accurate and sensitive content categories, which inturn helps
to produce data that are more valuable.
(2) Defining the universe: Usually, two dimensions are used to
define the universe in content analysis— the topic area and the
time period. The researcher should meet the basic
requirement of content analysis by clearly specifying the topic
area and the time period. For example, a research which
considers “The kind of TV commercials broadcast in
primetime in the News Channels in Mumbai city from
October 1, 2008 to December 30, 2008.

(3) Selecting a sample: After defining the universe, the

researcher has to select a sample. In mass media, research the
content analysis typically consisted of two stages: the first is
to take a sampling of content sources and the second step is to
select the dates. For example, a researcher planned to
examine the treatment of Presidential Election of America,
2008 in Indian dailies. First, he need to sample from the total
newspapers published each day. The researcher has to decide
to focus primarily on the English news dailies covered the
story and opt to analyse only the leading circulation
newspapers in the 10-15 largest Indian cities. The investigatot
may wish to stratify the sample by circulation size and
sample from within the strata composed of big-city
Newspapers, medium-city newspapers and small city
Mewspapers.