CONTENT ANALYSIS: A POWERFUL TOOL FOR ADVERTISING RESEARCH

Abstract

To sum up, content analysis is a useful research technique for analyzing large bodies of text. It offers objective guidelines in the coding of the text and to draw inferences from the data. It helps in the coding of the text according to systematic and objective rules and in drawing inferences from the data. A successful content analysis study is the outcome of a series of good decisions. The process starts from the point of deciding whether the method is suitable to study the research topic under question. After clearly setting out the objectives of the study, the researcher proceeds to make decisions relating to units of analysis, developing content categories, sample and the sampling period. Orienting coders, checking inter coder reliabilities and selecting appropriate statistical designs for presenting results are some of the essential tasks, which add rigor to the study.