crm content analysis
Content Analysis Research Methods
Joanna Blanco-Velo
What is content analysis?
“…a systematic, replicable technique for compressing many words of text into fewer content categories based on explicit rules of coding .”
(Berelson,1952)
"any technique for making inferences by objectively and systematically identifying specified characteristics of messages"
Holsti (1969) not restricted to the domain of textual analysis, but may be applied to other areas
Forms of content analysis
• Quantitative
the analysis of documents & texts that’s seeks to quantify content in terms of predetermined categories and in a systematic and replicable manner • Qualitative
the analysis of documents & texts that’s seeks to identify themes in the presentation of information in order to analyse & define meaning
• Semiotics
the study of signs which emphasizes the importance of seeking out the deeper meaning of visual phenomena. Uncovers the process of meaning production and how signs are designed to have an effect upon actual & perspective consumers of those visuals Advantages
• Looks directly at communication via texts or images
• Can allow for both quantitative and qualitative methodologies
• Can provide valuable historical/cultural insights over a period of time • Is an unobtrusive means of analyzing interactions e.g. brand / consumer, media / audience / consumer, organisation / document / reader Disadvantages
• Can be time consuming
• Can be difficult to automate or computerize
• Is often oversimplified, there should be a sound theoretical framework to guide the process
• Tends too often to simply consist of word counts
• Can disregard the context that produced the text e.g. social changes over time
When might content analysis be used?
• useful for examining trends and patterns in documents and other forms of media
• a useful technique for allowing us to discover and describe the focus of individual, group,
Joanna Blanco-Velo
What is content analysis?
“…a systematic, replicable technique for compressing many words of text into fewer content categories based on explicit rules of coding .”
(Berelson,1952)
"any technique for making inferences by objectively and systematically identifying specified characteristics of messages"
Holsti (1969) not restricted to the domain of textual analysis, but may be applied to other areas
Forms of content analysis
• Quantitative
the analysis of documents & texts that’s seeks to quantify content in terms of predetermined categories and in a systematic and replicable manner • Qualitative
the analysis of documents & texts that’s seeks to identify themes in the presentation of information in order to analyse & define meaning
• Semiotics
the study of signs which emphasizes the importance of seeking out the deeper meaning of visual phenomena. Uncovers the process of meaning production and how signs are designed to have an effect upon actual & perspective consumers of those visuals Advantages
• Looks directly at communication via texts or images
• Can allow for both quantitative and qualitative methodologies
• Can provide valuable historical/cultural insights over a period of time • Is an unobtrusive means of analyzing interactions e.g. brand / consumer, media / audience / consumer, organisation / document / reader Disadvantages
• Can be time consuming
• Can be difficult to automate or computerize
• Is often oversimplified, there should be a sound theoretical framework to guide the process
• Tends too often to simply consist of word counts
• Can disregard the context that produced the text e.g. social changes over time
When might content analysis be used?
• useful for examining trends and patterns in documents and other forms of media
• a useful technique for allowing us to discover and describe the focus of individual, group,