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Week 4

The document discusses research methods in social sciences, focusing on the distinction between qualitative and quantitative research techniques, particularly content analysis. It outlines the steps for conducting content analysis, including defining research problems, selecting samples, and reporting findings. The document also emphasizes the importance of objectivity, systematicity, and clarity in research.

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9 views20 pages

Week 4

The document discusses research methods in social sciences, focusing on the distinction between qualitative and quantitative research techniques, particularly content analysis. It outlines the steps for conducting content analysis, including defining research problems, selecting samples, and reporting findings. The document also emphasizes the importance of objectivity, systematicity, and clarity in research.

Uploaded by

yaseminesenturkmen
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RESEARCH METHODS IN

SOCIAL SCIENCES 4
Assoc. Prof. Dr. Bilge ŞENYÜZ
[email protected]
[email protected]

@senyuzbilge
Everyday Research Versus Scholarly Research
Examples of Bad and Good Research
Questions
Qualitative versus Quantitative Research
Qualitative versus Quantitative Research Techniques

Qualitative Quantitative

Speech Interview Survey

Action/Behavior Observation Experiment

Text Discourse Analysis Content Analysis


Content Analysis

• Content analysis is one of the most efficient and


widely used research methods for the systematic
and quantitative analysis of media and
communications content.
• Since first becoming firmly established as one of the
core methods in communication research in the
middle of the twentieth century, it has enjoyed
tremendous popularity both in this field and across
many other disciplines.
Content Analysis

• Research Question: How are women portrayed in TV


series?
• Hypothesis: In TV series, women are mostly
portrayed in passive roles (housewife, teacher,
nurse, secretary, middle-lower level bank clerk, etc.)
• Sample: Episodes of two popular TV series
Content Analysis

• All kinds of textual, visual and auditory content can


be analyzed with the content analysis technique.
• However, content analysis does not provide
information about the production of the content or
its impact on the audience or its reception.
The Aim of A Content Analysis

• To analyze the texts produced and constructed for the


public sphere:
Newspaper / magazine contents, TV news,
advertisements, movies, photographs, transcribed
speeches, news
• In line with the research question, the aim is to obtain
systematic data about the content of the texts and to
make repeatable inferences based on these data.
Content Analysis
Content Analysis

• The first systematic


work on content
analysis was Berelson's
1952 Content Analysis
in Communication
Research.
Doing content analysis: key steps

The process of content analysis can be broken down


into eight consecutive steps:
1. Define the research problem
2. Review relevant literature and research
3. Select media and sample
4. Define analytical categories
5. Construct a coding schedule and protocol
6. Pilot the coding schedule and check reliability
7. Data preparation and analysis
8. Report findings and conclusions
Doing content analysis: key steps

The process of content analysis can be broken down


into eight consecutive steps:
1. Define the research problem
2. Review relevant literature and research
3. Select media and sample
4. Define analytical categories
5. Construct a coding schedule and protocol
6. Pilot the coding schedule and check reliability
7. Data preparation and analysis
8. Report findings and conclusions
Content Analysis: Basic Concepts

• Objectivity: The conclusions and inferences drawn


from the data should be valid, reliable and
generalizable
• Systematicity
• Quantitative
• Clarity / Specificity
Content Analysis: Coding Sheet
Content Analysis: Coding Sheet
Content Analysis: Coding Sheet
Content Analysis: Coding Guide

• What to do if
another researcher
codes the same
content!
• The data must be
coded by the
second coder!
Content Analysis: Example
References

Berger, Asa Arthur (2016). Media and Communication Research Methods, Sage, USA.
Gerya, Haluk (2004). Toplumsal Araştırmalarda Nicel ve Nitel Yöntemlere Giriş, Siyasal, Ankara.

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