Abe's assignment was to watch television commercials and make a note of which ones demonstrated racial or gender discrimination. Abe was engaging in ______.
A) ethnographic research
B) content analysis
C) data examination
D) ethics research

Question

Quizplus · Accepted Answer

Abe was conducting content analysis, which involves systematically recording the presence of certain words, themes, or concepts within some given qualitative data (in this case, television commercials) to interpret patterns of communication or the presence of bias, such as racial or gender discrimination.

Abe's Assignment Was to Watch Television Commercials and Make a Note