Lecture Communication research: Asking questions, finding answers (4e) Chapter 12: Quantitative analysis of text

Lecture Communication research: Asking questions, finding answers (4e) Chapter 8: Surveys and questionnaires. After reading this chapter, you should be able to: Design a survey or questionnaire to answer a research question or test a hypothesis; select the survey format (selfreport, facetoface, phone, or online) that will best serve the purpose of the survey; select existing or develop appropriate questionnaire items and response sets;... Đề tài Hoàn thiện công tác quản trị nhân sự tại Công ty TNHH Mộc Khải Tuyên được nghiên cứu nhằm giúp công ty TNHH Mộc Khải Tuyên làm rõ được thực trạng công tác quản trị nhân sự trong công ty như thế nào từ đó đề ra các giải pháp giúp công ty hoàn thiện công tác quản trị nhân sự tốt hơn trong thời gian tới.

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

QUANTITATIVE ANALYSIS OF TEXT

Chapter 12

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

 Study of texts or messages is central to the

communication discipline

 Two data collection and analytical methods

 Content analysis

 Interaction analysis

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

CONTENT ANALYSIS

 A data collection and

analytical technique

 Can make inferences by

identifying specific

characteristics of

messages

 Manifest content

 Latent content

 Objective

 Carried out according to

rules and procedures

 Systematic

 Identifying content to be

coded

 Coding and interpreting

content

 Generality

 Findings should have

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

BASIC PRINCIPLES OF CONTENT ANALYSIS

 Messages can be classified into a set of categories

 Elements classified together have similar meanings

 Categories produce frequency counts to allow for

comparisons

 Evaluate the relevance of frequencies to the theoretical

propositions supporting the study

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

WHAT CAN BE ANALYZED?

 Sources, senders, or

receivers of messages

 Functions or types of

messages

 Message channels

 Content of messages

 Message effects

 Nonverbals cues or behaviors

 Sounds

 Visual images

 Webages

 Text messages, tweets

 Topics

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

CONTENT ANALYSIS PROCESS

1 Develop hypothesis or research question that calls for

content analysis

2 Select messages to be analyzed

3 Select categories and units for coding

4 Develop procedures for resolving coding differences

5 If all messages cannot be coded, select sample

6 Code messages into categories

7 Interpret the results of the coding

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

SELECTING WHAT TO CODE

 Are the messages available or must they be created?

 Narrow the data set for the elements of interest

 May still need to sample elements

 Messages may have structural characteristics that

need to be considering in sampling

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

DEVELOPING CONTENT CATEGORIES

 Theoretical or emergent

 What was said

 How message was said

 Categories must be

 Exhaustive

 Equivalent

 Mutually exclusive

 Be careful of using “other” as a catchall category

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

UNITS OF ANALYSIS

 Discrete element that is

coded and counted

 Rules for identifying the

unit should be explicit

 Complete thoughts or

sentences

 Themes

 Paragraphs

 Characters or speakers

 Communicative acts,

behaviors, or processes

 Television programs or

scenes

 Advertisements

Typical units of analysis in

communication

than she could endure So Wilson was reduced to a man ‘deranged by grief’ in order that the case might remain in its simplest form And it rested there But all this part of it seemed remote and unessential I found myself on Gatsby’s side, and alone From the moment I telephoned news of the catastrophe to West Egg village, every surmise about him, and every practical question, was referred to me At first I was surprised and confused; then, as he lay in his house and didn’t move or breathe or speak hour upon hour it grew upon me that I was responsible, be- cause no one else was interested—interested, I mean, with that intense personal interest to which every one has some vague right at the end I called up Daisy half an hour after we found him, called her instinctively and without hesitation But she and Tom had gone away early that afternoon, and taken baggage with them ‘Left no address?’ ‘No.’ ‘Say when they’d be back?’ ‘No.’ ‘Any idea where they are? How I could reach them?’ ‘I don’t know Can’t say.’ I wanted to get somebody for him I wanted to go into the room where he lay and reassure him: ‘I’ll get somebody for you, Gatsby Don’t worry Just trust me and I’ll get some- body for you——‘ Meyer Wolfshiem’s name wasn’t in the phone book The butler gave me his office address on Broadway and I called

TRAINING CODERS

 All coders must be trained

 Increases coding agreement

 Commit coding system and rules to paper

 Practice on similar texts or messages

 Once sufficient degree of reliability is established,

coders then work independently