PUR 3500 Exam 2 with correct answers 100% 2026

PUR 3500 Exam 2 with correct answers 100% 2026 Content Analysis - Correct Answer Systematic, objective, and quantitative method for researching messages. Analysis of documents, speeches, media releases, video content and scripts, interviews, and focus groups. Advantages of Content Analysis - Correct Answer can describe message(s) objectively and reliably using advanced statistical analyses. Disadvantages of Content Analysis - Correct Answer requires that the actual messages be recorded for analysis Steps to Conducting a Content Analysis - Correct Answer 6 Steps 1.Review of research relevant to your problem, opportunity, or situation. 2.Identify content. 3.Specify the actual units to be counted. 4.Create system through which you will categorize the units and pretest it. 5.Select messages 6.Accomplish the actual counting of units and their placement into categories and ascertain the reliability of that process Manifest Content - Correct Answer The actual word, phrase, character, item, or space or time count Symbols/words, characters, time/space, measures, and items Latent Content - Correct Answer Deals with the underlying or deeper meanings or themes of the messages Theme (e.g., positive vs. negative), need reliability check Unit of Analysis - Correct Answer the things that are actually counted Category Systems - Correct Answer Each unit of analysis must be placed in the appropriate category Five guidelines to create a systematic category system - Correct Answer 1. The categories must reflect the purpose of the research. 2. The categories must be exhaustive. 3. All categories must be mutually exclusive. 4. Placement of instances in one category must be independent of the other categories 5. All categories in the system must reflect one classification system. Select messages - Correct Answer sampling strategies Probabilistic sampling - Correct Answer occurs when every message in a population of messages has had an equal chance of being studied Simple Random Sampling - Correct Answer occurs when you choose at random the content to analyze from the population. Systematic Random Sampling - Correct Answer occurs when you choose every nth instance from the population. Systematic Stratified Random Sampling - Correct Answer one step further and selects from subsets within the population. Nonprobabalistic Sampling - Correct Answer for particular purpose or when you do not have access to all messages Coding - Correct Answer identify and place the messages in your category system. Reliability - Correct Answer level of agreement Intercoder Reliability - Correct Answer consistency between at least two independent coders Intracoder Reliability - Correct Answer within you, do coding by yourself and redo it again. Consistency between 1st coding and 2nd coding conducted by yourself Calculating Reliability - Correct Answer Holsti's reliability formula Conducting content analysis of Starbuck Facebook Page - Correct Answer 1.Review of previous research 2.Identify content - posts in Starbuck Facebook page 3.Specify unit of analysis - tone of posts (positive, negative, and neutral) 4.Create category system - create codebook (systematically) 5.Select messages - select every 5th posts 6.Coding -conduct coding following 7.Analyze the data and test reliability (intercoder or intracoder?