Quantitative Understanding Of Content | Exam Questions Ch.11 - Communication Research 4e Complete Test Bank by Andrea M. Davis. DOCX document preview.
Chapter 11: Quantitative Understanding of Content: Content Analysis
Test Bank
Multiple Choice
1. ______-oriented individuals focus on the group’s work.
a. Task
b. Group
c. Self
d. Content
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Knowledge
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Easy
2. ______ -oriented individuals work to ensure that the group remains cohesive.
a. Task
b. Group
c. Self
d. Content
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Knowledge
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Easy
3. ______ is the process of examining a word in its context and assigning it the most appropriate out of several possible meanings.
a. Stemming
b. Stopping
c. Lemitization
d. Disambiguation
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
4. ______ are high-frequency words such as pronouns and prepositions.
a. Stem words
b. Stop words
c. Lemitization
d. Disambiguation
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
5. Most content analysts would describe content analysis as ______.
a. qualitative, systematic, and objective
b. quantitative, random, and subjective
c. qualitative, systematic, and objective
d. quantitative, systematic, and objective
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Application
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
6. Procedures for content analysis should be ______.
a. implicit, qualitative, and replicable
b. explicit, qualitative, and replicable
c. explicit, quantitative, and replicable
d. implicit, qualitative, and nonreplicable
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Application
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
7. Three traditional categories of group behavior are ______.
a. narrative-oriented, group-oriented, and self-centered
b. task-oriented, group-oriented, and self-centered
c. group-oriented, self-centered, and power-oriented
d. narrative-oriented, task-oriented, and self-centered
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Comprehension
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Medium
8. Which of the following is TRUE of content analysis?
a. Human subjects are involved.
b. It does not address questions of content.
c. It is unobtrusive.
d. It is not useful for comparisons.
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Application
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
9. Interaction analysis seeks to understand how ______.
a. content analysts interact with content
b. readers interact with written content
c. movie viewers interact with movie content
d. members of a group interact with each other
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Comprehension
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Medium
10. ______ in content analysis can be problematic in terms of relating its findings to the external world.
a. Analysis
b. Control
c. Reliability
d. Validity
Learning Objective: 11.6: Explain the circumstances under which content analysis may have ethical implications.
Cognitive Domain: Comprehension
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
11. Developing a ______ means developing a classification system or categories into which each sampled unit can be placed.
a. coding plan
b. analysis scheme
c. analysis plan
d. coding scheme
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Develop a Coding Scheme
Difficulty Level: Medium
12. Data ______ is necessary to detect any patterns in the raw data and to make any such patterns comprehensible to readers.
a. removal
b. reduction
c. control
d. description
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Comprehension
Answer Location: Report Results, Patterns of Data, and Inferences from Data
Difficulty Level: Medium
13. A(n) ______ is software written to access web-based software such as social media platforms.
a. API
b. URL
c. ARL
d. UPI
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Content Analysis of the Web
Difficulty Level: Easy
14. In content analysis shorthand, KWIC means ______.
a. key words in context
b. key words in content
c. knowledge words in context
d. knowledge words in content
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
15. Which of the following is not a step in content analysis?
a. interview the content author or producer
b. develop a research question about communication content
c. define the content to be analyzed
d. select units for coding
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Comprehension
Answer Location: A Basic Content Analysis
Difficulty Level: Medium
16. Which one of the following questions is content analysis unable to answer?
a. Have representations of women in industry changed over time?
b. Does the level of violence depicted on cable television differ from that depicted on network television?
c. What occupations do minority characters mostly play in television comedies?
d. Does violent television content cause insensitivity to violence?
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Comprehension
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
17. The first step in content analysis is ______.
a. develop a hypothesis or research question about the content
b. define the content to be analyzed
c. sample the universe of content
d. select units for coding
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: A Basic Content Analysis
Difficulty Level: Easy
True/False
1. To establish a defensible content analysis coding scheme, there must be a system or category in which each unit can be placed.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Comprehension
Answer Location: Develop a Coding Scheme
Difficulty Level: Medium
2. Manifest means tangible and observable.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
3. Content analysis can be applied to magazines and newspapers only.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Comprehension
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
4. Content analysis can be used for analyzing visual content.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
5. Content analysis is a quantitative technique for describing the content of communications.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
6. “How many violent acts occur on Game of Thrones?” is a question that content analysis can answer.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Application
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
7. Defining the unit of analysis to be analyzed is the last step in content analysis.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Knowledge
Answer Location: A Basic Content Analysis
Difficulty Level: Easy
8. Two ground rules for content analysis are that categories must overlap and all units can be coded twice.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Comprehension
Answer Location: A Basic Content Analysis
Difficulty Level: Medium
9. Content analysis is a qualitative, systematic, and subjective technique for describing the manifest content of communications.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
10. Manifest in content analysis means counting what is abstract.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
11. Latent in content analysis means counting what is abstract.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
12. Content analysis data can be analyzed statistically.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Basic Content Analysis
Difficulty Level: Easy
13. Typically, human-subjects research approvals are not required for content analysis.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Comprehension
Answer Location: Ethics Panel: Could Content Analysis Result in Harm?
Difficulty Level: Medium
14. In content analysis, physical units cannot be operationalized.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Comprehension
Answer Location: Define the Content to Be Analyzed
Difficulty Level: Medium
15. Developing an analysis scheme means developing a classification system or categories into which each sampled unit can be placed.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Knowledge
Answer Location: Develop a Coding Scheme
Difficulty Level: Easy
16. Cloud storage sites offer web-based storage for web and other content.
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Knowledge
Answer Location: Content Analysis of the Web
Difficulty Level: Easy
17. Filler words are high-frequency words such as pronouns and prepositions.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
18. Disambiguation is the process of examining a word in its context and assigning it the most appropriate out of several possible meanings.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
19. If individuals coding content disagree on their coding, we can be confident that the coding criteria are clear.
Learning Objective: 11.6: Explain the circumstances under which content analysis may have ethical implications.
Cognitive Domain: Application
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
20. Content analysis can be used to analyze the behavior of individuals as well as analyzing texts.
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Knowledge
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Easy
21. Content analysis can be done using computer software.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
22. Intercoder reliability allows us to determine the degree to which content analysis coders are in agreement.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Easy
23. Content analysis cannot be used in such areas as small group communication and intercultural communication.
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Comprehension
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Medium
24. Data reduction is important to detect patterns in raw data.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Report Results, Patterns of Data, and Inferences from Data
Difficulty Level: Easy
25. Stemming is the process of changing all variations of a word to its stem. For example, fish, fishing, and fisherman could all be stemmed to fish.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
26. Lemmatization groups words together based on their dictionary definition.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Knowledge
Answer Location: Computer Analysis of Content
Difficulty Level: Easy
27. The first step to a content analysis is developing a research question or hypothesis.
Learning Objective: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Comprehension
Answer Location: A Basic Content Analysis
Difficulty Level: Medium
Essay
1. Explain the challenges with both validity and reliability in content analysis.
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Comprehension
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
2. Content analysis is described as being quantitative, systematic, and objective. Explain what is meant by each of these terms.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Application
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
3. Discuss the advantages and disadvantages of content analysis as a way of describing and understanding media content.
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Comprehension
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Medium
4. Describe and explain, with examples, the steps involved in a content analysis study.
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Comprehension
Answer Location: A Basic Content Analysis
Difficulty Level: Medium
5. Write a brief outline of a content analysis study in a topic area that interests you and show the coding scheme you would use to code the content you would be examining.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Analysis
Answer Location: Basic Content Analysis
Difficulty Level: Hard
6. Outline how you would do a content analysis study aimed at exploring political bias in a student newspaper.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Analysis
Answer Location: Basic Content Analysis
Difficulty Level: Hard
7. Develop and explain a coding sheet you would use to analyze the use of persuasive appeals in consumer advertising for a product of your choice.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Analysis
Answer Location: Develop a Coding Scheme
Difficulty Level: Hard
8. Outline a content analysis study you would do aimed at exploring the proportion of news to opinion in television newscasts.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Analysis
Answer Location: A Basic Content Analysis
Difficulty Level: Hard
9. Outline how you would do a content analysis study aimed at describing the portrayal of minority groups in magazine advertising.
Learning Objective: 11.2: Identify settings in which content analysis might be used.
Cognitive Domain: Analysis
Answer Location: A Basic Content Analysis
Difficulty Level: Hard
10. Explain the difference between manifest and latent content.
Learning Objective: 11.4: Identify and explain the units that might be used in content analysis.
Cognitive Domain: Analysis
Answer Location: Introduction: Advantages and Disadvantages of Content Analysis
Difficulty Level: Hard
11. How does content analyzing texts differ from analyzing human behaviors?
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Application
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Medium
12. Explain potential issues with using content-analysis software.
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Comprehension
Answer Location: Computer Analysis of Content
Difficulty Level: Medium
13. Why is it necessary to start content analysis with a specific research question or hypothesis?
Learning Objective: 11.3: Describe, with examples, the steps of a basic content analysis.
Cognitive Domain: Comprehension
Answer Location: Research Questions
Difficulty Level: Medium
14. How does interaction analysis function to understand communication between members of a group?
Learning Objective: 11.5: Discuss, with examples, the use of content analysis in understanding human interaction.
Cognitive Domain: Application
Answer Location: Content Analysis of Human Interaction
Difficulty Level: Medium
15. What are advantages of using content analysis software?
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Application
Answer Location: Computer Analysis of Content
Difficulty Level: Medium
16. What is the purpose of data reduction in content analysis?
Learning Objective: 11.1: Explain the advantages and disadvantages of content analysis.
Cognitive Domain: Comprehension
Answer Location: Report Results, Patterns of Data, and Inferences from Data
Difficulty Level: Medium
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