As a consumer of research, you should be able to - Differentiate between manifest and latent content in content analysis
- Explain the basic processes for conducting a content analysis
- Assess the appropriateness and adequacy of a category scheme for content analysis
- Assess the adequacy of the reported intercoder reliabilities for content analysis
- Assess the validity of a content coding scheme
- Assess the utility of the content coding results with respect to the research questions and hypotheses
- Distinguish between content analysis, interaction analysis, and conversation analysis
As a researcher, you should be able to - Differentiate between manifest and latent content in content analysis
- Identify suitable texts or messages to be content analyzed
- Find or develop a suitable and valid category scheme for content analysis
- Reliably identify units of analysis to be content coded
- Reliably apply the content category scheme
- Calculate intercoder reliabilities for unitizing and coding decisions
- Relate the coding findings from content analysis to the research questions and hypotheses
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