Content Analysis: Introduction to its fundamentals

Definition, origins and characteristic features of content analysis.

• Uses, applications, advantages and limitations of content analysis.

• Content analysis application protocol (I):

1. Formulation of research questions or hypotheses.

2. Definition of the analysis population.

3. Selection, starting from the population, of a study sample.

4. Operationalization: choice and definition of data collection units and analysis units.

5. Establishment of a data quantification system: nominal, ordinal, interval or ratio.

6. Design of the analysis categories: from the code book to the coding template.

7. Training of coders and conducting a test or essay.

8. Coding of the content sample according to the code book.

9. Checking the reliability of the coding process: use of the Macro Kalpha for SPSS.

10. Analysis of the data obtained in SPSS through statistical techniques.

11. Verification of the validity of the results.

               12. Preparation and structure of the final investigation report

Teachers of the University of Azuay

Exhibitor

Valerian Pineiro-Naval

Degree in Advertising, Public Relations and Audiovisual Communication

Doctor Europeus in Audiovisual Communication, Technological Revolution and Cultural Change

Price

The course is free

Ing. Miriam Briones García: formacion.continua@uazuay.edu.ec