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Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity

Content-Analysis Research: An Examination of Applications with Directives for Improving Research... Abstract This article provides an empirical review and synthesis of published studies that have used content-analysis methods. Harold Kassarjian's critical guidelines for content-analysis research were used to examine the methods employed in 128 studies. The guidelines were expanded by providing an empirical investigation of multiple dimensions of objectivity. Reliability issues were also assessed by examining factors central to the replication and interjudge coefficient calculations. The findings indicate a general need for improvement in the application of content-analysis methods. Suggestions for calculating reliability coefficients and for improving the objectivity and reliability of research are offered. This content is only available as a PDF. Author notes * " Richard H. Kolbe is assistant professor of marketing at Washington State University, College of Business and Economics, Pullman, WA 99164. Melissa S. Burnett is assistant professor of marketing at Southwest Missouri State University, College of Business Administration, Springfield, MO 65804. The authors thank F. Robert Dwyer, U. N. Umesh, and John Mowen for their helpful comments and encouragement on earlier versions of this manuscript, and Peter V. Raven and Michelle M. McCann for their assistance in data collection. © 1991 JOURNAL OF CONSUMER RESEARCH, Inc. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Research Oxford University Press

Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity

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References (20)

Publisher
Oxford University Press
Copyright
© 1991 JOURNAL OF CONSUMER RESEARCH, Inc.
ISSN
0093-5301
eISSN
1537-5277
DOI
10.1086/209256
Publisher site
See Article on Publisher Site

Abstract

Abstract This article provides an empirical review and synthesis of published studies that have used content-analysis methods. Harold Kassarjian's critical guidelines for content-analysis research were used to examine the methods employed in 128 studies. The guidelines were expanded by providing an empirical investigation of multiple dimensions of objectivity. Reliability issues were also assessed by examining factors central to the replication and interjudge coefficient calculations. The findings indicate a general need for improvement in the application of content-analysis methods. Suggestions for calculating reliability coefficients and for improving the objectivity and reliability of research are offered. This content is only available as a PDF. Author notes * " Richard H. Kolbe is assistant professor of marketing at Washington State University, College of Business and Economics, Pullman, WA 99164. Melissa S. Burnett is assistant professor of marketing at Southwest Missouri State University, College of Business Administration, Springfield, MO 65804. The authors thank F. Robert Dwyer, U. N. Umesh, and John Mowen for their helpful comments and encouragement on earlier versions of this manuscript, and Peter V. Raven and Michelle M. McCann for their assistance in data collection. © 1991 JOURNAL OF CONSUMER RESEARCH, Inc.

Journal

Journal of Consumer ResearchOxford University Press

Published: Sep 1, 1991

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