[광고홍보연구방법]Advertising and Public Relations Research Methods(영문)

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레포트 > 경제경영계열
2010.08.20
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소개글

[광고홍보연구방법]Advertising and Public Relations Research Methods(영문)에 대한 자료입니다.

1.What is Content Analysis?
2.Content analysis: Key terms
3.Advantages:
4.Disadvantages
5.Concerns
6.Ways of defining units:
7.Types of content analysis studies:
8.Decisions for doing content analysis projects:

본문내용

Systematic:
-e.g.) Coder training: it’s like a pretest in survey. Through this process, you might revise, modify your coding categories
Replicable (Objective, reliable, clear): A clear set of criteria and procedures
- e.g.) content analysis protocol: about 30 pages of instruction , conceptualization: the benefit of this is about transferability.
It can be used by other researchers.
-inter-coder reliability among two coders
cf) Fico’s coding book example

In quantitative content analysis, the content under study is divided into smaller elements and then analyzed to draw conclusions about the whole. Therefore, content must be reduced to units to measure it.
Content analysis: Key terms

Intercoder reliability: the degree of agreement between or among independent coders.

Why is this needed?
Need some indication that what one person sees in the content, another person will see as well.

#Methods #Public #Relations #Research

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