Deck 13: Content Analysis

Question 1

are the units about which information is collected andare the units from which information is collected.

A) Units of observation; units of analysis
B) Units of analysis; units of observation
C) qualitative units; quantitative units
D) quantitative units; qualitative units
E) none of these

Answer 1

B

Question 2

Content analysis is not appropriate for

A) evaluating census data.
B) want ads.
C) diary entries.
D) email messages.
E) newspapers.

Answer 2

A

Question 3

The focal research by Arthur,Clark,Clark and Racine usedas the unit of analysis.

A) diaries
B) anthologies
C) photographs
D) television commercials
E) all of these.

Answer 3

B

Question 4

What type of sampling is used in content analysis?

A) simple
B) random
C) stratified
D) all of these
E) none of these; sampling does not occur

Question 5

Which of the following is not a disadvantage of content analysis?

A) content analysis applies only to recorded communications
B) there are questions of reliability with content analysis
C) there are concerns of validity
D) content analysis does not allow for literary criticism
E) none of these

Question 6

Visual analysis is

A) content analysis designed for statistical analysis.
B) content analysis designed for verbal analysis.
C) a set of techniques used to analyze images.
D) using technology and media to analyze data.
E) none of these.

Question 7

Units of analysis

A) are also known as units of observation.
B) are the units about which information is collected.
C) are the units from which information is collected.
D) are easy to identify.
E) none of these.

Question 8

Quantitative content analysis depends on

A) the researcher's capability to create meaningful variables.
B) the availability of valid data.
C) properly worded research questions.
D) adequate units of analysis.
E) a small sample size.

Question 9

Content analysis allows researchers to study

A) surveys.
B) census data.
C) experiments.
D) available recorded data.
E) secondary data.

Question 10

Generally speaking,quantitative content analyses tend toand qualitative content analyses tend to.

A) be deductive; be inductive
B) be inductive; be deductive
C) use units of analysis; use units of observation
D) use units of observation; use units of analysis
E) none of these

Question 11

Which of the following is not an appropriate topic for content analysis?

A) an examination of facebook accounts for social activity among teens
B) an examination of election coverage on various websites
C) an examination of women's portrayal through art
D) an examination of social networks through obituaries
E) an examination of gender differences in college attendance

Question 12

The earliest sociological research based on visual analysis was

A) Goffman's Gender Advertisements
B) Marx's The Communist Manifesto
C) Durkheim's Suicide
D) Weber's The Protestant Ethic and The Spirit of Capitalism
E) Mills' The Sociological Imagination

Question 13

What was a main finding in the focal research by Arthur,Clark,Clark,and Racine?

A) All minority groups began to be introduced in anthologies starting in the 1950s.
B) Women are the minority group represented most in anthologies.
C) Some minority groups experienced gatekeeper issues and were not represented in anthologies until the 1990s.
D) There is discrimination in the publishing of authors in anthologies.
E) None of these are true.

Question 14

Which of the following is not an advantage of content analysis?

A) Content analysis can be conducted with a relatively small expenditure of time, money, and person power.
B) Content analysis doesn't require that you get everything right the first time.
C) Content analysis is unobtrusive.
D) Content analysis is applicable only to recorded communication.
E) none of these.

Question 15

Units of analysis are defined aswhereas units of observation are defined as.

A) the units from which observation is collected; the units about which information is collected.
B) the units about which information is collected ; the units from which information is collected.
C) the focal research where something is found; part of the analysis.
D) part of the analysis; the focal research where something is found.
E) none of these.

Question 16

Like other kinds of social research,one of the first steps in content analysis is to determine

A) the number of cases that the research will focus on.
B) the kind of medium that the analysis will focus on.
C) the units of analysis that the research will focus on.
D) the ease of accessibility of the subject matter.
E) none of these.

Question 17

Content analysis dates back to

A) the late 1600s.
B) the early 1900s.
C) the 1950s.
D) the 1960s.
E) 1990.

Question 18

If you were interested in the difference between commercials shown during children's and adult's TV programs,
Your units of observation would beand your units of analysis would be.

A) children's and adult's TV programs? commercials attached to those programs
B) commercials attached to the programs ? children's and adult's TV programs
C) all commercials; all programs
D) all programs; all commercials
E) none of these.

Question 19

One advantage of content analysis is that

A) it is clearly superior to other methods of research for testing hypotheses about various forms of communication.
B) it requires little knowledge of the social sciences and is therefore easy to conduct.
C) it can be conducted with a relatively small expenditure of time, money, and person power.
D) the researcher can make few mistakes in the coding of data without affecting the research findings.
E) it has little advantage over other methods.

Question 20

What was the key variable in the focal research by Arthur,Clark,Clark,and Racine?

A) the visibility of women in anthologies
B) the visibility of minorities in diaries
C) the visibility of minorities in anthologies
D) the visibility of women in diaries
E) the visibility of minorities in photographs

Question 21

What are the main differences between quantitative content analysis and qualitative content analysis?

Question 22

Content analysis can be applied only to recorded communication.

Question 23

Identify a research question that would be appropriate for content analysis.How would you go about conducting this research?

Question 24

Name five different materials that can be used for content analysis and a situation in which they might be used for research.

Question 25

What is the difference between units of analysis and units of observation? Under what situation would the units of analysis and units of observation be the same?

Question 26

Content analysis is a technique that depends on the researcher's capacity to create and record meaningful variables
for classifying units of analysis.

Question 27

There are more guidelines for doing qualitative content analysis than quantitative content analysis.

Question 28

There are times when the unit of analysis and the unit of observation can be the same thing.

Question 29

In the focal research,researchers found more support for their "gatekeepers" hypothesis than their "rampart stormers" hypothesis.

Question 30

There are strict guidelines for doing qualitative content analysis.

Question 31

Generally,the questions asked by content analyzers have to do with who says what to whom,why they say it,and how and with what effect it is said.

Question 32

Qualitative content analysis focuses on verbal communication rather than statistical.

Question 33

Content analysis relies solely on simple random sampling.

Question 34

In content analysis,you can choose any conventional sampling technique.

Question 35

Content analysis is a method of data collection in which some forms of communication (e.g.,TV programs,newspaper articles,files,etc)are studied systematically.

Question 36

A unit of analysis is the unit about which information is collected.

Question 37

Content analysis is an unobtrusive,inexpensive,relatively easy,and flexible method of data collection.

Question 38

Describe how you would conduct a content analysis of magazine advertisements that promote cigarette smoking.What kinds of characteristics (i.e.,variables)would you look for in these ads? Consider how the people in the ads are often portrayed as sexy,relaxed,fun-loving,and confident.What other kinds of characteristics would you expect to find portrayed in cigarette ads?

Question 39

Content analysis typically permits one to avoid interaction with human subjects,and therefore avoid ethical dilemmas associated with research involving human subjects.

Question 40

Content analysis allows us to study the past.