Chapter 7: Content Analysis

Test Bank

Multiple Choice

1. You are studying the diaries of a variety of pregnant women. Content analysis will help you understand ______.A. the relationship between social class and likelihood of choosing natural childbirth over more medicalized methods of delivery

B. the effect of pregnancy on the women’s perception of gender roles

C. the effect of the diaries on the people who read them

D. the cultural norms and expectations about pregnancy and birth that these women draw upon as they write about their experiences of it

Learning Objective: 7.1: Define content analysis and discuss its strengths and weaknesses.

Cognitive Domain: Application

Answer Location: Introduction

Difficulty Level: Medium

2. You are studying the diaries of pregnant women. You are interested in how pregnancy fits into beauty norms. You count the number of times that they describe their bodies or changes in physical appearance, including keeping a running total of the particular words they use to describe their appearance. You are conducting what kind of content analysis?

A. quantitative

B. qualitative

C. critical

D. interpretivist

Learning Objective: 7.2: Compare and contrast qualitative content analysis and quantitative content analysis.

Cognitive Domain: Application

Answer Location: Introduction

Difficulty Level: Medium

3. If you are conducting both qualitative and quantitative content analysis, which of the following are you most likely to use as your methodology?

A. positivism only

B. interpretivism only

C. positivism for the quantitative and interpretivist for the qualitative

D. positivism for the qualitative and interpretivist for the quantitative

Learning Objective: 7.3: Define the three methodologies that may be used for content analysis and identify the circumstances in which each is used.

Cognitive Domain: Knowledge

Answer Location: Methodology

Difficulty Level: Medium

4. The goal of critical methodology is to ______.A. show readers the hidden messages in the analyzed materials that they probably haven’t noticed before

B. get inside the minds of the people who created the materials and understand the world through their eyes

C. test hypotheses and theories scientifically

D. understand the effect of the materials on consumers

Learning Objective: 7.3: Define the three methodologies that may be used for content analysis and identify the circumstances in which each is used.

Cognitive Domain: Knowledge

Answer Location: Methodology

Difficulty Level: Easy

5. Objectivity for the critical social scientist means ______.A. putting their own views and experiences aside

B. remaining neutral about their results and not to try to influence them in any direction

C. questioning the taken-for-granted in order to see things as they really are rather than as we have been led to believe

D. using scientific methods to remove as much personal bias as possible

Learning Objective: 7.3: Define the three methodologies that may be used for content analysis and identify the circumstances in which each is used.

Cognitive Domain: Knowledge

Answer Location: Methodology

Difficulty Level: Easy

6. Critical methodologists are likely to sample for data by ______.A. using random sampling to collect a representative sample

B. using convenience sampling for whatever is easiest to obtain

C. using snowball sampling

D. sampling material that best help build a convincing case

Learning Objective: 7.3: Define the three methodologies that may be used for content analysis and identify the circumstances in which each is used.

Cognitive Domain: Knowledge

Answer Location: Methodology

Difficulty Level: Easy

7. How is theory most often used in qualitative content analysis research?

A. as the basis for changes suggested by applied researchers when drawing their conclusions from their analysis

B. to form and test hypotheses

C. to test theories of the middle range

D. as a lens through which to collect and interpret data

Learning Objective: 7.4: Summarize the ways that theory may be used in content analysis research.

Cognitive Domain: Knowledge

Answer Location: Theory

Difficulty Level: Easy

8. Describe the ways in which theoretical perspective can affect the components of qualitative content analysis research.

Learning Objective: 7.4: Summarize the ways that theory may be used in content analysis research.

Cognitive Domain: Understanding

Answer Location: Theory

Difficulty Level: Medium

9. Which of the following is the most appropriate research question for content analysis?

A. How do tweets and Facebook posts about the killing of Black men by police officers affect public reaction to the police?

B. How do home improvement television shows portray gender roles?

C. What are the television viewing habits of teenagers?

D. What is the relationship between social media and bullying?

Learning Objective: 7.5: Identify research questions appropriate for content analysis research.

Cognitive Domain: Evaluation

Answer Location: Research Questions

Difficulty Level: Medium

10. Which of the following is the most appropriate research question for content analysis?

A. Why are there so many sexual references in music videos?

B. How does watching music videos affect young boys’ ideas about femininity and masculinity?

C. How is male sexuality most often portrayed in pop culture today?

D. How do music videos reinforce toxic masculinity?

Learning Objective: 7.5: Identify research questions appropriate for content analysis research.

Cognitive Domain: Evaluation

Answer Location: Research Questions

Difficulty Level: Medium

11. How does watching crime shows affect people’s perceptions of the amount of crime being committed in their community? Why is this a poor research question for content analysis?

A. It can’t be studied with content analysis.

B. It doesn’t specify a unit of analysis.

C. It is a hypothetical and is therefore unanswerable.

D. It doesn’t make a comparison over time.

Learning Objective: 7.5: Identify research questions appropriate for content analysis research.

Cognitive Domain: Evaluation

Answer Location: Research Questions

Difficulty Level: Hard

12. How do anti-Trump memes affect support for President Trump’s new policies? Why is this a poor research question for content analysis?

A. It doesn’t specify a unit of analysis.

B. The memes are exaggerations, not accurate portrayals of President Trump, so shouldn’t be used for content analysis.

C. It is a cause and effect question, and those aren’t appropriate for content analysis.

D. It portrays obvious rather than subtle cultural messages.

Learning Objective: 7.5: Identify research questions appropriate for content analysis research.

Cognitive Domain: Application

Answer Location: Research Questions

Difficulty Level: Hard

13. You are comparing television sitcoms with primarily Black actors from the 1980s to those in the current decade. You decide to select the 10 most-watched episodes from each of the five highest-rated Black sitcoms from each decade. You are using which type of sampling?

A. stratified sampling

B. theoretical sampling

C. convenience sampling

D. cluster sampling

Learning Objective: 7.6: Define the various types of sampling for interview research.

Cognitive Domain: Application

Answer Location: Sampling | Box 7.4. Decision Path for Multi-Stage Sampling for Content Analysis

Difficulty Level: Medium

14. You are comparing songs from the Billboard Top 100 list from the 1970s to the current decade. You randomly select a number of weekly Billboard Chart lists from each of the two decades and analyze each song on the list. What type of sampling method are you using?

A. stratified sampling

B. theoretical sampling

C. convenience sampling

D. cluster sampling

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling | Box 7.4.Decision Path for Multi-Stage Sampling for Content Analysis

Difficulty Level: Medium

15. You are studying gender as portrayed in Marvel comics. Since most of the villains are male, and you want to be sure to capture gender portrayals of females as well, you divide them by the gender of the primary villain, and then do a simple random sample. Which sampling method are you using?

A. cluster sampling

B. stratified random sampling

C. theoretical sampling

D. systematic sampling

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling | Box 7.4. Decision Path for Multi-Stage Sampling for Content Analysis

Difficulty Level: Medium

16. You are analyzing the weekly covers on Time Magazine from 1945 to 2018 to see how representation of women has changed over time. Which of the following would be the most appropriate sampling method?

A. census

B. simple random sampling

C. convenience sampling

D. theoretical sampling

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling | Box 7.4. Decision Path for Multi-Stage Sampling for Content Analysis

Difficulty Level: Medium

17. You are analyzing pen pal e-mails between children in Kenya and the United States. Three social studies teachers at a junior high school in the United States have been using this pen pal project in their classes to promote cultural understanding and have been collecting copies of the e-mails over the last 10 years. Together, they have collected almost 50,000 e-mails. You draw the names of 25 students out of a hat and then read all of the e-mails exchanged between each of those students and their pen pals. Which form of sampling are you using?

A. stratified

B. theoretical

C. cluster

D. convenience

Learning Objective: 7.6: Define the various types of sampling for interview research.

Cognitive Domain: Application

Answer Location: Sampling | Box 7.4. Decision Path for Multi-Stage Sampling for Content Analysis

Difficulty Level: Medium

18. Sometimes rather than using a coding sheet, researchers will instead upload the objects into a software package and code in the software program. What type of content analysis uses this technique?

A. quantitative content analysis

B. qualitative content analysis

C. both quantitative and qualitative content analyses

D. either quantitative or qualitative, but at the cost of lowering the validity of the research

Learning Objective: 7.8: Describe the process of conceptualizing and operationalizing for quantitative content analysis.

Cognitive Domain: Knowledge

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Easy

19. You create a multipage coding sheet for your quantitative content analysis. For each variable, you need to make sure that the categories are ______.A. exhaustive

B. randomized

C. open-ended

D. loosely structured

Learning Objective: 7.8: Describe the process of conceptualizing and operationalizing for quantitative content analysis.

Cognitive Domain: Understanding

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Easy

20. Creating a coding sheet is the process of ______ for quantitative content analysis.

A. sampling

B. operationalizing

C. coding

D. conceptualizing

Learning Objective: 7.8: Describe the process of conceptualizing and operationalizing for quantitative content analysis.

Cognitive Domain: Knowledge

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Easy

21. Sometimes researchers don’t use coding sheets for qualitative content analysis. What do they use instead?

A. codebooks

B. field notes

C. visual recordings of what they observe

D. qualitative analysis software

Learning Objective: 7.9: Describe the process of conceptualizing and operationalizing for qualitative content analysis.

Cognitive Domain: Knowledge

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Easy

22. In qualitative content analysis, coding sheets prompt with what kinds of questions?

A. open-ended

B. close-ended

C. loosely structured

D. randomized

Learning Objective: 7.9: Describe the process of conceptualizing and operationalizing for qualitative content analysis.

Cognitive Domain: Knowledge

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Easy

23. You are analyzing blogs written by single men and women about their experiences with dating. Will you need to get IRB approval for this research?

A. Yes, you would need to get IRB approval, but you don't need to get informed consent.

B. Yes, you would need to get IRB approval and informed consent.

C. No, you do not need to get IRB approval nor informed consent.

D. Yes, you would need to get an informed consent, but you don’t need IRB approval.

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

24. You are analyzing published memoirs of past and present women politicians in the United States. Will you need to get IRB approval for this research?

A. Yes, you would need to get IRB approval, but you don't need to get informed consent.

B. Yes, you would need to get IRB approval and informed consent.

C. No, you do not need to get IRB approval nor informed consent.

D. Yes, you would need to get an informed consent, but you don’t need IRB approval.

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

25. You are analyzing privately held letters and e-mails from now-deceased American soldiers stationed in Afghanistan written to their romantic partners that the partners have kept. Will you need to get informed consent for this research?

A. Yes, you would need to get informed consent from the romantic partner.

B. Yes, you would need to get informed consent from the U.S. military in case there is anything that could hurt the U.S. position in Afghanistan.

C. No, you would not need to get informed consent but you will need to get IRB approval.

D. No, you would not need to get either informed consent or IRB approval.

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

26. You are analyzing Instagram posts by people who have cancer or other life-threatening illnesses. Will you need to get informed consent?

A. Yes, you would need to get informed consent from the person with the illness.

B. Yes, you would need to get informed consent from the family of the person with the illness.

C. No, you would not need to get informed consent but you will need to get IRB approval.

D. No, you would not need to get either informed consent or IRB approval.

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

27. You should pretest your coding sheet on ______.A. a highly diverse subsample of your larger sample

B. a randomly chosen subsample of your larger sample

C. a sample similar to your larger sample, but not actually drawn from it

D. a randomly chosen sample of the general population

Learning Objective: 7.11: Describe the three steps in preparing to collect data for content analysis research.

Cognitive Domain: Knowledge

Answer Location: Preparing for Data Collection

Difficulty Level: Easy

28. In addition to all the usual things included, a codebook for quantitative content analysis should also include ______.A. examples

B. space for your interpretations

C. space for open-ended answers

D. guidelines for choosing the response categories

Learning Objective: 7.12: Discuss ways in which to enhance intercoder reliability for quantitative content analysis.

Cognitive Domain: Knowledge

Answer Location: Preparing for Data Collection

Difficulty Level: Easy

29. Quantitative content analysts should train the research team by having each member of the team code the same practice materials and then discuss their answers among the team. This is done in order to improve ______.A. intercoder reliability

B. generalizability

C. intercoder validity

D. objectivity

Learning Objective: 7.12: Discuss ways in which to enhance intercoder reliability for quantitative content analysis.

Cognitive Domain: Knowledge

Answer Location: Preparing for Data Collection

Difficulty Level: Easy

30. Through your analysis, you identify four different fundamental aspects of what it means to challenge racial stereotypes: critique, belief, action, and response. What type of pattern is this?

A. type

B. process

C. structure

D. magnitude

Learning Objective: 7.14: Identify the different types of common patterns in the axial coding stage of content analysis data analysis.

Cognitive Domain: Application

Answer Location: Data Analysis

Difficulty Level: Medium

31. Through your analysis of advertisements in women’s health magazines, you find that references to age, physical health, and beauty are often used. This is what type of pattern?

A. type

B. process

C. structure

D. magnitude

Learning Objective: 7.14: Identify the different types of common patterns in the axial coding stage of content analysis data analysis.

Cognitive Domain: Application

Answer Location: Data Analysis

Difficulty Level: Medium

32. A valid qualitative analysis is one that ______.A. uses examples to show the reader that the researcher’s interpretations are supported by the data

B. has a high intercoder reliability rating

C. gathers the same detailed information from each object analyzed

D. finds at least three different kinds of patterns in the data during axial coding

Learning Objective: 7.15: Describe how data validity and analysis validity are evaluated in qualitative and quantitative content analysis research.

Cognitive Domain: Knowledge

Answer Location: Evaluating the Quality of Data and Analysis

Difficulty Level: Medium

33. A valid quantitative analysis is one that ______A. uses examples to show the reader that the researcher’s interpretations are supported by the data

B. has a high intercoder reliability rating

C. gathers the same detailed information from each object analyzed

D. has variables that are well measured in the coding sheet

Learning Objective: 7.15: Describe how data validity and analysis validity are evaluated in qualitative and quantitative content analysis research.

Cognitive Domain: Knowledge

Answer Location: Evaluating the Quality of Data and Analysis

Difficulty Level: Medium

Short Answer/Essay

1. List three benefits of conducting content analysis.

Learning Objective: 7.1: Define content analysis and discuss its strengths and weaknesses.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

2. What kinds of things can content analysis tell us, and what can’t it tell us?

Learning Objective: 7.1: Define content analysis and discuss its strengths and weaknesses.

Cognitive Domain: Knowledge

Answer Location: Introduction

Difficulty Level: Easy

3. Write a research question appropriate for content analysis.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

Learning Objective: 7.17: Write research questions appropriate for content analysis research.

Cognitive Domain: Application

Answer Location: Research Questions

Difficulty Level: Hard

4. Write a research question appropriate for content analysis, and then describe the materials you would use to answer that research question.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

The materials are the unit of analysis.

Learning Objective: 7.17: Write research questions appropriate for content analysis research.

Cognitive Domain: Application

Answer Location: Research Questions

Difficulty Level: Hard

5. Write a research question appropriate for quantitative content analysis. Conceptualize and operationalize one variable that you would need to measure to answer this research question.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

Conceptualization should be a definition of a variable as the concept pertains to this research. To operationalize, you would write the item(s) on the coding sheet that you would use to measure this variable.

• Learning Objective: 7.17: Write research questions appropriate for content analysis research. | 7.20: Conceptualize abstract terms for content analysis research scenarios. | 7.23: Operationalize for qualitative and quantitative content analysis by creating a coding sheet.

Cognitive Domain: Application

Answer Location: Research Questions | Conceptualizing and Operationalizing

Difficulty Level: Hard

6. Write a research question appropriate for qualitative content analysis. Conceptualize and operationalize one major idea that you would analyze via a coding sheet in order to answer your research question.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

Conceptualization should be a definition of concept as it pertains to this research. To operationalize, you would write the open-ended items on the coding sheet that you would use to elicit information about this concept in each of the materials examined.

• Learning Objective: 7.17: Write research questions appropriate for content analysis research. | 7.20: Conceptualize abstract terms for content analysis research scenarios. | 7.23: Operationalize for qualitative and quantitative content analysis by creating a coding sheet.

Cognitive Domain: Application

Answer Location: Research Questions | Conceptualizing and Operationalizing

Difficulty Level: Hard

7. You are doing a content analysis of war movies since 1945. Describe the steps you would take to sample for this research.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Hard

8. You are doing a content analysis of music videos broadcast on MTV in the 1990s featuring female vocalists. What sampling decisions would you have to make? Describe all the steps you ultimately would take to draw your sample.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

9. You are analyzing pen pal e-mails between children in Kenya and the United States. Three social studies teachers at a junior high school in the United States have been using this pen pal project in their classes to promote cultural understanding and have been collecting copies of the e-mails over the last 10 years. Together, they have collected almost 50,000 e-mails. What sampling decisions would you have to make? Describe all the steps you ultimately would take to draw your sample.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Hard

10. You are analyzing blogs written by single men and women about their experiences with dating. What sampling decisions would you have to make? Describe all the steps you ultimately would take to draw your sample.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

11. You are studying the portrayal of the intersection of gender and social class in infomercials. What sampling method would you choose? Explain the various decisions that led you to make this choice.

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling | Box 7.4. Decision Path for Multi-Stage Sampling for Content Analysis

Difficulty Level: Medium

12. Under what conditions would you use a census as your sampling method in content analysis research?

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

13. You are analyzing privately held letters and e-mails written by now-deceased American soldiers stationed in Afghanistan to their romantic partners. What steps would you need to take to protect the letter writers and other people talked about in the letters and to generally keep the research in line with ethical guidelines?

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

14. What steps would you take to increase intercoder reliability?

Learning Objective: 7.12: Discuss ways in which to enhance intercoder reliability for quantitative content analysis.

Cognitive Domain: Understanding

Answer Location: Preparing for Data Collection

Difficulty Level: Medium

15. How would you clean your data for quantitative content analysis?

Learning Objective: 7.13: Describe the different steps of coding in content analysis data analysis.

Cognitive Domain: Understanding

Answer Location: Quantitative Data Analysis

Difficulty Level: Medium

16. You are conducting qualitative content analysis. How would the steps you take to collect and analyze your data differ if you use coding sheets as compared to not using them?

Learning Objective: 7.9: Describe the process of conceptualizing and operationalizing for qualitative content analysis. | 7.13: Describe the different steps of coding in content analysis data analysis.

Cognitive Domain: Understanding

Answer Location: Conceptualizing and Operationalizing | Qualitative Content Analysis | Qualitative Data Analysis

Difficulty Level: Medium

17. Describe open, axial, and selective coding in qualitative data analysis.

Learning Objective: 7.13: Describe the different steps of coding in content analysis data analysis.

Cognitive Domain: Understanding

Answer Location: Qualitative Data Analysis

Difficulty Level: Medium

18. Why do qualitative content analysts use memos?

Learning Objective: 7.13: Describe the different steps of coding in content analysis data analysis.

Cognitive Domain: Knowledge

Answer Location: Qualitative Data Analysis

Difficulty Level: Easy

19. Compare how you would demonstrate validity differently for qualitative content analysis than for quantitative content analysis.

Learning Objective: 7.15: Describe how data validity and analysis validity are evaluated in qualitative and quantitative content analysis research.

Cognitive Domain: Evaluation

Answer Location: Evaluating the Quality of Data and Analysis

Difficulty Level: Medium

20. What is the difference between reliability and validity for quantitative content analysis?

Learning Objective: 7.15: Describe how data validity and analysis validity are evaluated in qualitative and quantitative content analysis research.

Cognitive Domain: Knowledge

Answer Location: Evaluating the Quality of Data and Analysis

Difficulty Level: Easy

21. You are interested in how relationships are formed and/or maintained while one or both partners are incarcerated. You are conducting content analysis of privately held letters between prison inmates and their romantic partners. Write a research question appropriate for content analysis.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

Learning Objective: 7.17: Write research questions appropriate for content analysis research.

Cognitive Domain: Application

Answer Location: Research Questions

Difficulty Level: Hard

Describe the steps you would take to sample for this research.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

Which sampling method would you use and why?

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

Conceptualize and operationalize one major idea that you would include on a coding sheet in order to help you answer your research question.

• Learning Objective: 7.20: Conceptualize abstract terms for content analysis research scenarios. | 7.23: Operationalize for qualitative and quantitative content analysis by creating a coding sheet.

Cognitive Domain: Application

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Hard

What steps would you need to take to protect the letter writers and other people talked about in the letters and to generally keep the research in line with ethical guidelines?

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

22. You are conducting content analysis on female Instagram celebrity posts to better understand the portrayal of beauty as a status symbol in U.S. pop culture. Write a research question appropriate for content analysis.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

Learning Objective: 7.17: Write research questions appropriate for content analysis research.

Cognitive Domain: Application

Answer Location: Research Questions

Difficulty Level: Hard

Which sampling method would you use and why?

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

Describe the steps you would take to sample for this research.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

Conceptualize and operationalize one major idea that you would include on a coding sheet in order to help you answer your research question.

• Learning Objective: 7.20: Conceptualize abstract terms for content analysis research scenarios. | 7.23: Operationalize for qualitative and quantitative content analysis by creating a coding sheet.

Cognitive Domain: Application

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Hard

What steps would you need to take to protect the post authors and to generally keep the research in line with ethical guidelines?

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium

23. You are conducting content analysis of online dating profiles to better understand how men and women portray themselves when seeking a partner. Write a research question appropriate for content analysis.

• Focus on portrayals, framing of ideas, subtle cultural messages, comparisons in portrayals, and cultural norms
• Include the unit of analysis in the question
• Avoid asking about audience’s reactions, perceptions, or interpretations
• Use the media or textual/visual/audio object as the unit of analysis
• Avoid using the words “can,” “could,” and “should”
• Avoid asking questions that can be answered with a yes/no or just a few words
• End in question marks

Learning Objective: 7.17: Write research questions appropriate for content analysis research.

Cognitive Domain: Application

Answer Location: Research Questions

Difficulty Level: Hard

195-196

Which sampling method would you use and why?

Learning Objective: 7.18: Choose the best sampling method in different research scenarios.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

Describe the steps you would take to sample for this research.

Learning Objective: 7.7: Describe the steps in the sampling process for content analysis research.

Cognitive Domain: Application

Answer Location: Sampling

Difficulty Level: Medium

Conceptualize and operationalize one major idea that you would include on a coding sheet in order to help you answer your research question.

• Learning Objective: 7.20: Conceptualize abstract terms for content analysis research scenarios. | 7.23: Operationalize for qualitative and quantitative content analysis by creating a coding sheet.

Cognitive Domain: Application

Answer Location: Conceptualizing and Operationalizing

Difficulty Level: Hard

What steps would you need to take to protect the post authors and to generally keep the research in line with ethical guidelines?

Learning Objective: 7.10: Discuss ethical considerations as they pertain to content analysis research.

Cognitive Domain: Application

Answer Location: Ethics

Difficulty Level: Medium