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Content Analysis: Dr. Ami Divatia
Content Analysis: Dr. Ami Divatia
Analysis
Words
Phrases
Sentences
Paragraphs
Blog entries
Video segments
Picture…
Smile…
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Sample topics
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Content Analysis
SHOULD BE
- connected with what is being discussed in the
messages
- exact wording used in the statement
SHOULD NOT BE
- based on personal opinions
- irrelevant to the messages
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QUANTITATIVE vs. QUALITATIVE
- Quantitative : objective, systematic,
procedures of analysis
arbitrary limitation, relevant categories