Chapter 10 Test Items

1. Cynthia is conducting a study where she quantitatively examines the types of images utilized in magazine advertisements of food. What type of research is Cynthia conducting?

a. content analysis

b. survey

c. experimental

d. qualitative research

2. Nat is using content analysis to investigate types of self-disclosure among leading characters in prime-time television shows. In which step of his study should Nat define self-disclosure?

a. theory and rationale

b. conceptualization

c. operationalization

d. coding schemes

3. After Nat has clearly defined all of the variables in his study and decided on how to best measure his variables, he creates an informational check-off sheet to explain the operationalization in a very clear and succinct way. What has Nat created?

a. codebook

b. coding form

c. code catalog

d. operationalization sheet

4. Nat’s content analysis encounters the problem of low intercoder reliability. Which of the tips should Nat NOT follow?

a. if one coder is not following the codebook, consider removing him or her from the project

b. discuss how the data were coded with each coder

c. retrain the coders

d. scrap the research study and start all over

5. Which group has historically been the primary group to utilize content analysis methods?

a. media researchers

b. instructional communication researchers

c. professors

d. interpersonal communication researchers

6. According to Neuendorf (2002), which of the following is NOT a step that a content analyst must complete to correctly conduct a content analysis?

a. theory and rationale

b. conceptualization

c. coding schemes

d. publication

7. Kadeem has been hired as a research assistant to watch various videotapes of people giving public speeches. He has been asked to analyze specific types of gestures made that indicate speaker anxiety. Every time he sees a specific behavior, he indicates the behavior in a systematic way. What is Kadeem?

a. an empiricist

b. a coder

c. a qualitative researcher

d. a rhetorical critic

8. Steve is working on a content analysis in which he looks at the number of curse words used during marital conflict. The curse words (messages) coded in the study may be referred to as which of the following?

a. unit of analysis

b. operationalization

c. conceptualization

d. message unit

9. Which of the following is not a common problem with coders?

a. coder misinterpretations

b. coder inattention

c. coder fatigue

d. low reliability coefficients

10. Madalyn is utilizing four coders on her project examining portrayals of African American women on major television networks. In many instances, Madalyn finds her coders have perceived the data in different ways. With what problem is Madalyn faced?

a. Cohen’s kappa

b. low intercoder reliability

c. high intercoder reliability

d. codebook errors

11. In a content analysis, what is the specific message(s) that an individual is coding?

a. unit of analysis

b. codes

c. criteria

d. codebook

12. To help train his two coders, Rodney pulls out a number of examples for the two to code as a group. However, before they can do this, Rodney creates a short document clearly describing how the coders should code the various message found in the set of artifacts. What is this document called?

a. codebook

b. coding form

c. coding dictionary

d. code document

13. If you were conducting a content analysis, which of the following Cohen’s Kappa values would demonstrate satisfactory intercoder reliability?

a. .89

b. .69

c. .46

d. .20

14. If you are using three or more coders in a content analysis, what is the most appropriate tool for determining intercoder reliability?

a. Krippendorff’s alpha

b. Cohen’s alpha

c. Cohen’s kappa

d. Krippendorff’s kappa

15. At what stage of a content analysis does a researcher develop and clarify the concepts of her or his germinal idea.

a. theory and rationale

b. conceptualization

c. operationalization

d. coding schemes

16. At what stage of a content analysis does a researcher run statistical analyses on the coded data?

a. sampling

b. training and pilot reliability

c. final coding

d. tabulation and reporting

17. ____________ is the process a researcher goes through to group one’s variable of interest consistently.

a. coding

b. codebook

c. coding form

d. content analysis

18. Joffrey is in the process of examining sexual bias in the television series Game of Thrones. Instead of coding every episode, Joffrey decides to randomly select three episodes to code from every season of the television series. At which stage of the content analysis process is Joffrey?

a. sampling

b. training and pilot reliability

c. final coding

d. tabulation and reporting

19. Karen has just completed calculating Cohen’s Kappa and received a .75. Which of the following statements is TRUE about Karen’s study?

a. Karen’s coders were not very consistent in their coding.

b. Intercoder reliability is satisfactory.

c. Intercoder reliability is unsatisfactory.

d. Cronbach’s alpha is considered excellent.

20. A ____________ is an individual actively involved in the coding process.

a. coder

b. researcher

c. research assistant

d. participant

21. Content analysis is dependent upon the scientific method.

a. True

b. False

22. A researcher’s coding scheme should stem directly from his or her operationalization.

a. True

b. False

23. If Cohen’s kappa (κ) is less than .70, the intercoder reliability is considered satisfactory.

a. True

b. False

24. Coder internal reliability should be calculated only after all of the artifacts have been coded.

a. True

b. False

25. When conducting a content analysis, a theoretical framework is not needed.

a. True

b. False

26. Content analysis may be conducted on any type of message.

a. True

b. False

27. Researchers have used content analysis to study the physical attributes of violent video game characters.

a. True

b. False

28. Neuendorf provides an eight-step process for conducting content analysis correctly.

a. True

b. False

Essays:

29. Create a codebook and coding form for a study examining the weight of models in print advertisements.

30. Explain the relationship between conceptualization, operationalization, and unit of analysis.

31. Explain four problems a researcher may face with his or her coders and what a researcher may do to correct the problems.

32. List and explain Neuendorf’s steps for conducting content analysis.

Matching:

33. Match each of the following terms with the correct statement.

a. Operationalization = Detailed description of the research operations to assign units of analysis to the categories of a variable in order to represent conceptual properties.

b. Sample Coding = A number of pieces of data prepared prior to the practice coding session for use in training coders.

c. Intercoder Reliability = Determining whether multiple coders are actually perceiving data in the same way.

d. Conceptualization = The development and clarification of concepts of your germinal idea.

e. Coding = The process a researcher goes through to group variables of interest in a consistent way.