Skip to main content
padlock icon - secure page this page is secure

An Overview of Content Analysis

Buy Article:

$19.54 + tax (Refund Policy)

Content analysis is a method for analysing the content of a variety of data, such as visual and verbal data. It enables the reduction of phenomena or events into defined categories so as to better analyse and interpret them. This paper provides an overview of content analysis from a marketing perspective. The basic concepts and techniques are presented for operationalising content analyses. As a methodology, it can be both qualitative, usually in developmental stages of research, and quantitative where it is applied to determine frequency of phenomena. Thus, it lends itself to the use of computers to analyse data and, therefore, some of the main packages currently available to researchers are mentioned. The benefits and limitations of adopting content analysis are discussed along with an introduction to sequential analysis, a complementary approach which may be used to enhance understanding and strengthen research design.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: CONTENT ANALYSIS; QUALITATIVE; QUANTITATIVE; RELIABILITY; SEQUENTIAL ANALYSIS; VALIDITY

Document Type: Research Article

Publication date: December 1, 2003

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more