Deck 10: Content Analysis

Question 1

Cynthia is conducting a study where she quantitatively examines the types of images utilized in magazine advertisements of food. What type of research is Cynthia conducting?

A)content analysis
B)survey
C)experimental
D)qualitative research

Answer 1

A

Question 2

Nat is using content analysis to investigate types of self-disclosure among leading characters in prime-time television shows. In which step of his study should Nat define self-disclosure?

A)theory and rationale
B)conceptualization
C)operationalization
D)coding schemes

Answer 2

B

Question 3

After Nat has clearly defined all of the variables in his study and decided on how to best measure his variables, he creates an informational check-off sheet to explain the operationalization in a very clear and succinct way. What has Nat created?

A)codebook
B)coding form
C)code catalog
D)operationalization sheet

Answer 3

B

Question 4

Nat's content analysis encounters the problem of low intercoder reliability. Which of the tips should Nat NOT follow?

A)if one coder is not following the codebook, consider removing him or her from the project
B)discuss how the data were coded with each coder
C)retrain the coders
D)scrap the research study and start all over

Question 5

Which group has historically been the primary group to utilize content analysis methods?

A)media researchers
B)instructional communication researchers
C)professors
D)interpersonal communication researchers

Question 6

According to Neuendorf (2002), which of the following is NOT a step that a content analyst must complete to correctly conduct a content analysis?

A)theory and rationale
B)conceptualization
C)coding schemes
D)publication

Question 7

Kadeem has been hired as a research assistant to watch various videotapes of people giving public speeches. He has been asked to analyze specific types of gestures made that indicate speaker anxiety. Every time he sees a specific behavior, he indicates the behavior in a systematic way. What is Kadeem?

A)an empiricist
B)a coder
C)a qualitative researcher
D)a rhetorical critic

Question 8

Steve is working on a content analysis in which he looks at the number of curse words used during marital conflict. The curse words (messages) coded in the study may be referred to as which of the following?

A)unit of analysis
B)operationalization
C)conceptualization
D)message unit

Question 9

Which of the following is not a common problem with coders?

A)coder misinterpretations
B)coder inattention
C)coder fatigue
D)low reliability coefficients

Question 10

Madalyn is utilizing four coders on her project examining portrayals of African American women on major television networks. In many instances, Madalyn finds her coders have perceived the data in different ways. With what problem is Madalyn faced?

A)Cohen's kappa
B)low intercoder reliability
C)high intercoder reliability
D)codebook errors

Question 11

In a content analysis, what is the specific message(s) that an individual is coding?

A)unit of analysis
B)codes
C)criteria
D)codebook

Question 12

To help train his two coders, Rodney pulls out a number of examples for the two to code as a group. However, before they can do this, Rodney creates a short document clearly describing how the coders should code the various message found in the set of artifacts. What is this document called?

A)codebook
B)coding form
C)coding dictionary
D)code document

Question 13

If you were conducting a content analysis, which of the following Cohen's Kappa values would demonstrate satisfactory intercoder reliability?

A).89
B).69
C).46
D).20

Question 14

If you are using three or more coders in a content analysis, what is the most appropriate tool for determining intercoder reliability?

A)Krippendorff's alpha
B)Cohen's alpha
C)Cohen's kappa
D)Krippendorff's kappa

Question 15

At what stage of a content analysis does a researcher develop and clarify the concepts of her or his germinal idea.

A)theory and rationale
B)conceptualization
C)operationalization
D)coding schemes

Question 16

At what stage of a content analysis does a researcher run statistical analyses on the coded data?

A)sampling
B)training and pilot reliability
C)final coding
D)tabulation and reporting

Question 17

____________ is the process a researcher goes through to group one's variable of interest consistently.

A)coding
B)codebook
C)coding form
D)content analysis

Question 18

Joffrey is in the process of examining sexual bias in the television series Game of Thrones. Instead of coding every episode, Joffrey decides to randomly select three episodes to code from every season of the television series. At which stage of the content analysis process is Joffrey?

A)sampling
B)training and pilot reliability
C)final coding
D)tabulation and reporting

Question 19

Karen has just completed calculating Cohen's Kappa and received a .75. Which of the following statements is TRUE about Karen's study?

A)Karen's coders were not very consistent in their coding.
B)Intercoder reliability is satisfactory.
C)Intercoder reliability is unsatisfactory.
D)Cronbach's alpha is considered excellent.

Question 20

A ____________ is an individual actively involved in the coding process.

A)coder
B)researcher
C)research assistant
D)participant

Question 21

Content analysis is dependent upon the scientific method.

Question 22

A researcher's coding scheme should stem directly from his or her operationalization.

Question 23

If Cohen's kappa ( $\Kappa$ ) is less than .70, the intercoder reliability is considered satisfactory.

Question 24

Coder internal reliability should be calculated only after all of the artifacts have been coded.

Question 25

When conducting a content analysis, a theoretical framework is not needed.

Question 26

Content analysis may be conducted on any type of message.

Question 27

Researchers have used content analysis to study the physical attributes of violent video game characters.

Question 28

Neuendorf provides an eight-step process for conducting content analysis correctly.

Question 29

Create a codebook and coding form for a study examining the weight of models in print advertisements.

Question 30

Explain the relationship between conceptualization, operationalization, and unit of analysis.

Question 31

Explain four problems a researcher may face with his or her coders and what a researcher may do to correct the problems.

Question 32

List and explain Neuendorf's steps for conducting content analysis.

Question 33

Match each of the following terms with the correct statement.
-Operationalization

A)Detailed description of the research operations to assign units of analysis to the categories of a variable in order to represent conceptual properties.
B)A number of pieces of data prepared prior to the practice coding session for use in training coders.
C)Determining whether multiple coders are actually perceiving data in the same way.
D)The development and clarification of concepts of your germinal idea.
E)The process a researcher goes through to group variables of interest in a consistent way.

Question 34

Match each of the following terms with the correct statement.
-Sample Coding

A)Detailed description of the research operations to assign units of analysis to the categories of a variable in order to represent conceptual properties.
B)A number of pieces of data prepared prior to the practice coding session for use in training coders.
C)Determining whether multiple coders are actually perceiving data in the same way.
D)The development and clarification of concepts of your germinal idea.
E)The process a researcher goes through to group variables of interest in a consistent way.

Question 35

Match each of the following terms with the correct statement.
-Intercoder Reliability

A)Detailed description of the research operations to assign units of analysis to the categories of a variable in order to represent conceptual properties.
B)A number of pieces of data prepared prior to the practice coding session for use in training coders.
C)Determining whether multiple coders are actually perceiving data in the same way.
D)The development and clarification of concepts of your germinal idea.
E)The process a researcher goes through to group variables of interest in a consistent way.

Question 36

Match each of the following terms with the correct statement.
-Conceptualization

A)Detailed description of the research operations to assign units of analysis to the categories of a variable in order to represent conceptual properties.
B)A number of pieces of data prepared prior to the practice coding session for use in training coders.
C)Determining whether multiple coders are actually perceiving data in the same way.
D)The development and clarification of concepts of your germinal idea.
E)The process a researcher goes through to group variables of interest in a consistent way.

Question 37

Match each of the following terms with the correct statement.
-Coding

A)Detailed description of the research operations to assign units of analysis to the categories of a variable in order to represent conceptual properties.
B)A number of pieces of data prepared prior to the practice coding session for use in training coders.
C)Determining whether multiple coders are actually perceiving data in the same way.
D)The development and clarification of concepts of your germinal idea.
E)The process a researcher goes through to group variables of interest in a consistent way.