
Module 5: Quantitative Data Analysis: Focus on Content Analysis
Authored by Nwogu Caleb
Information Technology (IT)
University

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20 questions
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1.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Which of the following best describes the primary goal of content analysis?
Answer explanation
Content analysis is a research method that aims to objectively, systematically, and quantitatively describe the manifest content of communication. It focuses on visible and quantifiable elements of messages.
2.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Content analysis is a research method that is useful for studying:
Answer explanation
Content analysis is particularly useful for studying mass media content, allowing researchers to analyze trends, portrayals, and characteristics of media messages over time.
3.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
Which of the following is considered a key characteristic of content analysis?
Answer explanation
For content analysis to be scientific and reliable, it must be objective and systematic, meaning procedures must be clearly defined and repeatable by other researchers (replicability).
4.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
What is the first step in conducting a content analysis?
Answer explanation
Similar to other scientific investigations, content analysis begins with the formulation of clear research questions or hypotheses that guide the study.
5.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
In content analysis, what is a "unit of analysis"?
Answer explanation
The unit of analysis is the discrete item that is coded and counted in a content analysis, such as a word, sentence, paragraph, item, or theme.
6.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
What does "coding" involve in content analysis?
Answer explanation
Coding is the process of systematically applying the defined categories to the units of analysis, often converting textual information into quantifiable data.
7.
MULTIPLE CHOICE QUESTION
30 sec • 1 pt
What is the purpose of establishing "reliability" in content analysis?
Answer explanation
Reliability in content analysis refers to the consistency of the coding process, ensuring that different coders using the same scheme would arrive at similar results, or that a single coder would be consistent over time.
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