Week 11( Unobtrusive Methods: Qualitative and Quantitative Content Analysis

Question 1

What are unobtrusive methods:

Answer 1

-Methods of studying social behaviour without affecting it

-Examine evidence of people’s behaviours or attitudes, rather than interacting directly

-Data exists and was created for purposes other than for data collection

Question 2

What is content analysis:

Answer 2

-Systematic study and interpretation of cultural products or artifacts

-A central product of culture are artifacts

-Cultural artifacts or products are concrete objects that represent or express the abstract culture in which they were produced

Question 3

What kind of data can be analyzed?

Answer 3

-Visual
-Virtual
-Print
-Audial

Question 4

5 Main steps in conducting a content analysis:

Answer 4

1-Clarify the research objective
2-Identify the data source
3- Employ a sampling procedure
4-Code the data
5-Summarize and report the data

Question 5

Quantitative content analysis focuses on:

Answer 5

-Presence or absence as an indicator of a social phenomena
-Frequency as an indicator of the importance of a social phenomena
-The number of favorable or unfavorable characteristics as an indicator of an attitude toward a social phenomena

Question 6

Qualitative content analysis focuses on:

Answer 6

-The kinds or types of qualifications
-Identifying prevalent types/kinds/themes of representations
Co-occurrence of concepts

Question 7

Manifest content vs Latent content

Answer 7

Manifest Content
The visible, surface content
Objective, concrete terms

Latent Content
The deeper or underlying meaning of content
Subjective interpretation