Content Analysis: An Introduction to Its Methodology Review

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Content Analysis: An Introduction to Its Methodology ReviewThis is an excellent book that could have earned its fifth star if the author had nudged the content somewhat closer to the world of practical research. There's tons of good theory here, and I'm glad the author has included a history of content analysis also - but I felt the author didn't fully address the exigencies of the practical market or social researcher. Among the many uses of content analysis under discussion, the researchers' use of verbatims from surveys, or the analysis of transcripts from focus groups each receive only a glancing reference.
Still, Krippendorff discusses the subject with a lot more depth than an analyst might anticipate - after all codifying and measuring the subtle nuances of text (with respect to its context) is not a black and white matter of doing word counts and bar graphs.
Where this volume loses a star is on the subject of computer assisted text analysis (CATA). Here, Krippendorff cops out, stating that software evolution has been rapid, (true!) but then referring us to papers written in...1995. This is not good enough: not when the jacket says this edition includes "new information on computer-aided text analysis." Content Analysis was published in 2004 after all. Grrr!
But that's one star off, and it simply means that if you want a user guide to softwares, and how to employ these, then you need to look elsewhere. A simple Google search on Text Analysis Softwares will yield what you may need.
Overall, to be fair, Krippendorff sticks to the subtitle and gives us "an introduction to methodology" and this means that the book stays mostly in theoretical territory. The territory is extensive enough however for researchers who really want to grapple with the complexities of this as one of the very richest areas of cultural or marketing research. In summary, I feel a more user-oriented, (and stylistically more lively,) guide has yet to be written. In the meantime this lays a thorough foundation that is well worth a read. Put on your 'specialist' hat.Content Analysis: An Introduction to Its Methodology Overview
The Second Edition of Content Analysis: An Introduction to Its Methodology is a definitive sourcebook of the history and core principles of content analysis as well as an essential resource for present and future studies. The book introduces readers to ways of analyzing meaningful matter such as texts, images, voices - that is, data whose physical manifestations are secondary to the meanings that a particular population of people brings to them.



Organized into three parts, the book examines the conceptual and methodological aspects of content analysis and also traces several paths through content analysis protocols. The author has completely revised and updated the Second Edition, integrating new information on computer-aided text analysis. The book also includes a practical guide that incorporates experiences in teaching and how to advise academic and commercial researchers. In addition, Krippendorff clarifies the epistemology and logic of content analysis as well as the methods for achieving its aims.

Intended as a textbook for advanced undergraduate and graduate students across the social sciences, Content Analysis, Second Edition will also be a valuable resource for practitioners in a variety of disciplines.






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