Title
Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity
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.
Department(s)
Marketing
Document Type
Article
DOI
https://doi.org/10.1086/209256
Publication Date
1991
Recommended Citation
Kolbe, Richard H., and Melissa S. Burnett. "Content-analysis research: An examination of applications with directives for improving research reliability and objectivity." Journal of consumer research 18, no. 2 (1991): 243-250.
Journal Title
Journal of Consumer Research
