Content analysis is one of the most important but complex research methodologies in the social sciences. In this thoroughly updated Second Edition of The Content Analysis Guidebook, author Kimberly Neuendorf draws on examples from across numerous disciplines to clarify the complicated aspects of content analysis through step-by-step instruction and practical advice. Throughout the book, the author also describes a wide range of innovative content analysis projects from both academia and commercial research that provide readers with a deeper understanding of the research process and its many real-world applications.

Measurement and Validity

Measurement and Validity

This chapter includes an introduction to measurement theory and to the important measurement standards of validity, reliability, and precision. The practical aspects of measurement in content analysis are discussed, with contrasts between human1 and computer coding (i.e., most commonly, computer-aided text analysis, or CATA)2 . The chapter elaborates the process of constructing codebooks (i.e., the operational definitions for all variables) and coding forms for human coding (forms created as handy recording formats, corresponding to the codebook). The construction of dictionaries for text analysis is considered, as well as procedures for computer-driven text analyses without dictionaries. The chapter also presents guidelines for comparing and selecting a text analysis computer program or platform (e.g., Diction, LIWC, Profiler Plus, Yoshikoder; also see ...

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