Definition textual analysis4/2/2023 The content analysis employs methods to examine the data, images, printed text, sounds, social media, articles, books, journals and the web – mainly to understand what people mean, what people enable and what does the information conveyed by them say to the business or the society at large. The purpose of content analysis is to ‘read between the lines.’ It aims to determine answers to questions where the text implies something and is not necessarily explicit.Ĭontent analysis is research that can analyze human communications, how people plan their lives, what people know about something, and how people react to something.Ĭontent analysis has become an alternative to the traditional inquiries of the mass media, which was then used for public opinion research. It has been embraced and is extending far and wide into many disciplines. Never has content analysis received more considerable attention in many research fields than at present. Content analysis has taken over as the most popular method compared to surveys, interviews, and other forms of analysis. Computers are now used to gather, analyze, and present a massive amount of data with lightning speed and accuracy.Ĭontent analysis of the big data produced by social media, online content, and mobile devices has taken higher significance. Over the years, many things have changed, and a few have remained constant. With the advent of the internet and technological advancement, content analysis has gained particular significance. Ever since then, content analysis has been used to interpret the text and to arrive at a valid conclusion Later in 1972, Jurgen Ritsert developed a process that could identify the latent meaning and ideological contents by applying quantitative analysis. However, this was not foolproof as it could not identify the latent meaning, and it just counted the number of times a word was repeated. Development of Content AnalysisĬontent analysis can be dated back to the 1920s in the United States of America, where a large quantity of data from mass media such as radio and newspapers was analyzed.įor example, the number of times a text, such as the name of a political party, was repeated in the newspaper was counted and analyzed. It has become easier to perform content analysis due to the easy availability of electronic messages, thereby making it easier to analyze with precision and speed. These two factors should be considered while developing a social media marketing plan.Ĭontent analysis has seen rapid growth and acceptance due to computer-aided text analysis. The results of the content analysis highlighted two essential factors, word choice, and media type, for the success of a marketing campaign on Twitter. Sentiment analysis was also conducted using the Lexicoder Sentiment Dictionary, which performs the simple content analysis. Sincerity, excitement, competence, sophistication, and ruggedness. Various terms were grouped based on Aaker’s five brand personality dimensions framework, which is used to describe the traits of a given brand into five dimensions: Content analysis was conducted to analyze the Twitter feeds of internationally recognized companies. Research (Cruz and Lee 2014) was conducted to recognize the challenges that many companies are facing in developing Twitter campaigns. In a study where 102 CX experts participated and spoke about the challenges they faced, Marlanges Simar, Senior Director of Customer Experience at Walgreen, highlighted the use of content analysis "Capturing the voice of the customer only in surveys and not investing in a qualitative study of the customer" as one of the biggest CX challenges. The content can vary from simple words, text, and pictures to social media data, books, journals, and websites. Content analysis has been used increasingly by organizations to surpass surface-level analysis by using computers and machine learning for the automatic labeling and coding of text. It is an approach used to quantify qualitative information by sorting data and comparing different pieces of information to summarize it into useful information. Content analysis is a qualitative research tool or technique widely used to analyze content and its features.
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