Ch. 13 Test
Content analysis can be applied only to recorded communication. T/F
False
Content analysis relies solely on simple random sampling T/F
False
There are more guidelines for doing qualitative content analysis than quantitative content analysis T/F
False
Content analysis allows us to study the past. T/F
True
Content analysis is a method of data collection in which some forms of communication are studied systematically. T/F
True
Content analysis is an unobtrusive, inexpensive, relatively easy, and flexible method of data collection. T/F
True
Content analysis typically permits one to avoid interaction with human subjects, therefore avoids ethnical dilemmas associated with research involving human subjects T/F
True
Generally, the questions asked by content analyzers have to do with who says what to whom, why they say it, and how and with what effect it is said. T/F
True
In content analysis, you can choose any conventional sampling technique T/F
True
Generally speaking, quantitative content analysis tend to ___________ and qualitative content analysis tend to ________. a) be deductive; be inductive b) be inductive; be deductive c) none of these d) use units of analysis; use units of observation
a) be deductive; be inductive
Content analysis dates back to a) the late 1600s b) the early 1900s c) the 1950s d) the 1960s
a) the late 1600s
Quantitative content analysis depends on a) the researchers capability to create meaningful variables b) the availability of valid data c) a small sample size d) properly worded research questions
a) the researchers capability to create meaningful variables
Content analysis allows researchers to study a) experiments b) available recorded data c) census data d) surveys
b) available recorded data
Content analysis is not appropriate for a) email messages b) evaluating census data c) want ads d) diary entires
b) evaluating census data
Like other kinds of social research, one of the first steps in content analysis is to determine a) the ease of accessibility of the subject matter b) the units of analysis that the research will focus on c) the kind of medium that the analysis will focus on d) the number of cases that research will focus on
b) the units of analysis that the research will focus on
Which of the following is not a disadvantage of content analysis? a) none of these b) Content analysis applies only to recorded communications c) There are questions of reliability with content analysis d) there are concerns of validity
c) There are questions of reliability with content analysis
Which of the following is not an advantage of content analysis? a) Content analysis can be conducted with a relatively small expenditure of time, money, and person power b) none of these c) Content analysis is unobtrusive d) Content analysis is applicable only to recorded communication
d) Content analysis is applicable only to recorded communication
Which of the following is not an appropriate topic for content analysis? a) an examination of election coverage on various website b) an examination of Facebook accounts for social activity among teens c) examination of social networks through obituaries d) an examination of gender differences in college attendance
d) an examination of gender differences in college attendance
Unit of analysis a) are easy to identify b) are the units from which information is collected c) are also known as units of observation d) are the units about which information is collected
d) are the units about which information is collected
If you are interested in the difference between commercials during children's and adult's TV programs, your units of observation would be ________ and your units of analysis would be ____________. a) all commercials; all programs b) all programs; all commercials c) none of these d) children's and adult's TV programs; commercial attached to those programs
d) children's and adult's TV programs; commercial attached to those programs
