Quiz 18

Instructions: For each question, click on the radio button beside your answer. When you have completed the entire quiz, click the Submit my answers button at the bottom of the page to receive your results.

Question 1:

What is content analysis?
a) A qualitative research tool used to objectively and systematically measure the content of texts
b) A quantitative research tool used to gather information about the contents of hidden texts
c) A qualitative research tool used to gather more information after an interview
d) None of the above

Question 2:

Which of the following mediums can be analyzed for content?
a) Visual images
b) Motivational videos
c) Pictures drawn by managers
d) All of the above

Question 3:

Which of the following is not one of the three forms of content analysis suggested by Brewerton and Millward?
a) Quantitative content analysis
b) Iterative content analysis
c) Structural content analysis
d) Qualitative content analysis

Question 4:

Why is it important to formulate research questions in a precise manner if you want to use content analysis?
a) Research questions guide the selection of the media that will be analyzed
b) Research questions guide the coding schedule
c) Research questions drive the analysis
d) All of the above

Question 5:

How can probability sampling be adapted for use in content analysis?
a) By generating a systematic sample of dates and randomly selecting one day of the week and then selecting every nth day thereafter
b) By asking different friends for a selection of magazines from different years and then randomly selecting one of them
c) By choosing a certain publication year of a magazine and analyzing the content of that year
d) None of the above

Question 6:

Based on Franzosi (1995) what are strategies that can be used to make content analysis more efficient?
a) Parts of articles that are not important for analysis could be excluded
b) A Taylorist approach to coding could be used
c) With respect to sampling, the researcher can focus not only on the time and data source to be coded, but also on the kind of articles that are going to be coded
d) All of the above

Question 7:

What is a coding schedule?
a) A form into which all data relating to the item coded will be entered
b) A schedule that provides researchers with instructions on how to code data and provides complete listings of all the categories for each dimension
c) A timetable for the coding
d) All of the above

Question 8:

Which of the following is a potential pitfall involved in using coding schemes?
a) Overlap of dimensions
b) Mutually exclusive categories
c) The fact that not all categories are available to coders for each dimension
d) All of the above

Question 9:

Which of the following is not an advantage of content analysis?
a) It is a very transparent research method
b) It is a very flexible method
c) It allows information to be generated about social groups that are difficult to gain access to
d) It is not interpretive

Question 10:

If coder differs in their interpretation of categories in a coding scheme, this could negatively affect the ________.
a) inter-coder validity
b) intra-coder consistency
c) inter-coder reliability
d) None of the above

Higher Education

Business Research Methods, Chapter 18: Content Analysis