Research Methodology II
Lecture 1 – Introduction
How can article titles give us clues about what type of study it was?
Survey: ‘Relationship’
Experiment : ‘Effect’, ‘Condition’
“Content analysis is a research technique for the objective, systematic, and quantitative
description of the manifest content of communication.”
Manifest means tangible & observable
Only physically present and countable elements may be analysed.
Corpus/ Objective // validity, reliability, unit of analysis
Content
Analysis Systematic // all relevant aspects
(Berolson (1952)
Quantitative // counting instances: things that are observable
Content analysis in 8 steps
1. Formulate a research question/hypothesis
2. Determine what content you will analyse
3. Create your corpus
4. Decide what you are going to code
5. Establish how you are going to code the data
6. Annotate the corpus
7. Count occurrences
8. Report results
, Lecture 2 – Corpus analysis II
Corpus analysis is not only research the content of messages, but strict requirements need
to be met:
1. Rhetorical analysis (words, fragements)
2. Narrative analysis (chracters, storylines)
3. Discourse analysis (words, language, themes)
4. Semiotic analysis (deeper layer, meaning)
Neuendorf:
“Content analysis is a summarising, quantitative analysis of messages that relies on the
scientific method and that is not limited as to the types of variables that may be measured
or the context in which the messages are created or presented.”
Scientific:
objectibe, a priori, Summarising:
Quantitative:
reliability, validity, not focused on every detail,
count occurrences
generalisability, replicability, but overall picture
hypthesis testing
Types of corpus research
Inferential
Descriptive draw conclusions about sources or
describe what occurs and how receivers based on results that
often have not been empirically proven.
Types of corpus
researchtreadwe
Predictive
Psychometric predicts effects based on
research on human output and occurences (combination of
their psychological characteristics. methods)
The ‘units’ section
Units are important for creating and analysing the corpus
o Unit of sampling: Determines population and sampling
o Unit of data collection: Basis on which variables are measured
o Unit of analysis: Basis for reporting
Lecture 1 – Introduction
How can article titles give us clues about what type of study it was?
Survey: ‘Relationship’
Experiment : ‘Effect’, ‘Condition’
“Content analysis is a research technique for the objective, systematic, and quantitative
description of the manifest content of communication.”
Manifest means tangible & observable
Only physically present and countable elements may be analysed.
Corpus/ Objective // validity, reliability, unit of analysis
Content
Analysis Systematic // all relevant aspects
(Berolson (1952)
Quantitative // counting instances: things that are observable
Content analysis in 8 steps
1. Formulate a research question/hypothesis
2. Determine what content you will analyse
3. Create your corpus
4. Decide what you are going to code
5. Establish how you are going to code the data
6. Annotate the corpus
7. Count occurrences
8. Report results
, Lecture 2 – Corpus analysis II
Corpus analysis is not only research the content of messages, but strict requirements need
to be met:
1. Rhetorical analysis (words, fragements)
2. Narrative analysis (chracters, storylines)
3. Discourse analysis (words, language, themes)
4. Semiotic analysis (deeper layer, meaning)
Neuendorf:
“Content analysis is a summarising, quantitative analysis of messages that relies on the
scientific method and that is not limited as to the types of variables that may be measured
or the context in which the messages are created or presented.”
Scientific:
objectibe, a priori, Summarising:
Quantitative:
reliability, validity, not focused on every detail,
count occurrences
generalisability, replicability, but overall picture
hypthesis testing
Types of corpus research
Inferential
Descriptive draw conclusions about sources or
describe what occurs and how receivers based on results that
often have not been empirically proven.
Types of corpus
researchtreadwe
Predictive
Psychometric predicts effects based on
research on human output and occurences (combination of
their psychological characteristics. methods)
The ‘units’ section
Units are important for creating and analysing the corpus
o Unit of sampling: Determines population and sampling
o Unit of data collection: Basis on which variables are measured
o Unit of analysis: Basis for reporting
