While you are content-analyzing magazine advertisements, you notice an emerging theme that was not currently part of your coding scheme - so you add that content unit to your coding system. This example would reflect what type of content analysis?
A) deductive content analysis
B) inductive content analysis
C) contextual content analysis
D) inferential content analysis

Question

Quizplus · Accepted Answer

Inductive content analysis involves the development of a coding scheme or category system during data analysis, which includes the emergence of new themes or categories. In contrast, deductive content analysis starts with a pre-existing coding scheme or hypothesis that is tested with the data. Contextual content analysis involves analyzing the context in which content appears (such as the layout or placement of an advertisement). Inferential content analysis involves making inferences or predictions about a population based on a sample of content.

While You Are Content-Analyzing Magazine Advertisements, You Notice an Emerging