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Multiple Choice Quiz
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1
Use of emerging coding categories requires
A)mastery of pertinent theories.
B)familiarity with existing coding systems.
C)in-depth familiarity with content.
D)highly unusual talent.
2
Which of the following is least likely to be researched using content analysis?
A)history textbooks
B)characteristics of schools for the deaf
C)advertisements in Newsweek
D)Native American chants
3
The most common descriptive statistic used to analyze data in content analysis research is a
A)proportion.
B)mean.
C)median.
D)range.
4
Which of the following statements is a description of latent content?
A)The November issue of the magazine contained 23 computer advertisements.
B)The newspaper editorial took two complete columns.
C)About 36 percent of the paragraphs contained the phrase "global warming."
D)Three of the essays argued that there are still gender inequities in the workplace.
5
Which of the following is a distinct disadvantage of content analysis research?
A)it is expensive and logistically cumbersome
B)replication by other researchers is almost impossible
C)validity is difficult to establish
D)researchers must choose between manifest and latent content
6
In content analysis, a theme is
A)a grouping of codes.
B)determined ahead of data analysis.
C)a conclusion.
D)a grouping of segments.
7
Which of the following is not an advantage of content analysis?
A)it is unobtrusive
B)it is useful as a means of analyzing interview and observational data
C)the researcher can delve into records and documents to get some feel for the social life of an earlier time
D)it is limited to recorded information
8
Which of the following is not a disadvantage of content analysis?
A)it is limited to recorded information
B)the researcher can delve into records and documents to get some feel for the social life of an earlier time
C)establishing validity is particularly challenging
D)there is a temptation among researchers to consider that the interpretations gleaned from a particular content analysis indicate the causes of a phenomenon rather than being a reflection of it
9
This type of content refers to the obvious, surface content—the words, pictures, and images that are directly accessible to the naked eye or ear.
A)unobtrusive
B)latent
C)manifest
D)limited
10
With regard to use of predetermined or emergent codes,
A)predetermined is preferred.
B)emergent is preferred.
C)either may be appropriate.
D)both should be used.
11
Which of the following is not an advantage of coding manifest content?
A)ease of coding
B)reliability
C)letting the reader of the report know exactly how a term was measured
D)getting to the underlying meaning
12
Which of the following is an advantage of coding latent content?
A)getting to the underlying meaning
B)ease of coding
C)reliability
D)letting the reader of the report know exactly how a term was measured
13
Which of the following is not a reason that a researcher might do a content analysis?
A)to obtain descriptive information about a topic
B)to conduct an analysis that would take a very short period of time
C)to test a hypothesis
D)to check other research findings
14
Which of the following would be a less desirable way to select a sample of content to be analyzed?
A)random sample
B)stratified sample
C)convenience sample
D)cluster sample
15
Which is not a way to check validity in content analysis?
A)comparing manifest to latent content
B)comparing manifest content to another instrument
C)comparing latent content to another instrument
D)comparing results from two analysts





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