Deck 11: Content Analysis

Question 1

Which of the following is a FALSE statement about content analysis?

A) "Content" could be cartoons, movies, music, TV shows, interpersonal conversations, diaries, videogames or newspapers.
B) Content analyses are unobtrusive
C) Content analyses explain the cause and effect of media messages
D) They are helpful in summarizing large bodies of communication messages

Answer 1

Content analyses explain the cause and effect of media messages

Question 2

Which of the following is TRUE of content analyses?

A) Content analyses is a very new and recent research method
B) It is a quantitative approach
C) Content analyses can be time consuming
D) Content in content analyses refers only to print medium

Answer 2

Content analyses can be time consuming

Question 3

Which of the following is a limitation of content analysis?

A) Content analyses could be very time consuming.
B) An element of subjectivity involved
C) Cannot say anything about cause-and-effect
D) Describes what is contained rather than why
E) All of the above are limitations of content analysis

Answer 3

All of the above are limitations of content analysis

Question 4

Which of the following is TRUE of content analysis?

A) Content analyses are not time consuming.
B) Content analysis is a recent research technique
C) Content analyses are great for establishing cause-and-effect
D) Describes what is contained rather than why

Question 5

All of the below are advantages of content analysis except:

A) Helpful in summarizing large bodies of communication messages
B) Unobtrusive
C) Enables us to study historical movements & trends
D) Helpful in competitive analysis and in gauging how your ads and PR messages compare to your competition
E) Enable us to establish cause and effect

Question 6

__________ is a secondary source for content analysis of social media content.

A) Arbitron
B) Scarborough
C) Audit Bureau of Circulation
D) Radian6

Question 7

__________ is a secondary source for content analysis of social media content.

A) Arbitron
B) Scarborough
C) Audit Bureau of Circulation
D) TracX

Question 8

__________ is a term used to describe content analysis on social media.

A) astroturfing
B) buzz monitoring
C) sentiment analysis
D) both (b) and (c)

Question 9

Buzz monitoring is essentially content analysis of social media data.

Question 10

Content analysis can be time consuming.

Question 11

Content analyses help establish cause and effect relationships.

Question 12

Intercoder reliability is a measure of agreement among coders.

Question 13

Content analysis is both qualitative and quantitative in approach.

Question 14

List five advantages of content analysis.

Question 15

What are the steps to conduct content analysis?