For example, the ‘people in public life, are coded as famous personalities, politicians, sportsmen, celebrities, etc. The categories or the codes could be a word, a phrase, a sentence, an article, brand names, numbers, competitor names, countries, emotions, and much more. This is a process of selective reduction where the text is reduced to categories so that the research can be focused on the categories for specific words and patterns that answer the questions of the researcher. To be able to analyze the content, it is important to divide the entire content collected into categories so that it can be managed better. These written rules help to make easier replication and also to improve reliability. The categories defined for the analysis should be mutually exclusive. These rules detail out how the content should be categorized. Measurement of content in content analysis is based on structured observation which is a systematic observation based on certain written rules. So the data collection can be done by using the ‘place+’tourist’+‘Facebook’ search to identify the web pages where the data can be obtained. The opinions are expressed by tourists who visited the ‘place’ and have expressed their experience on social media.įor data collection, the data sources will range from social media pages, websites, blogs, online forums, travel websites, etc. The goal of the content analysis is to collect a holistic view of the ‘place’ using social media data. The analysis revolves around the ‘place’ that the tourists have visited and have expressed their opinions on social media. The aim of the content analysis is to find the destination image of the place. Make sure to consider the appropriate time period for extracting the sample.Ĭontent analysis using social media information about the destination image of a city or country. The sample should be big enough to represent the entire population. Just like any other research, content analysis also involves sampling, just that it is not the people or the products, the sample here is the content itself. It is very important to capture the relevant information needed for the content analysis so that there is enough data for the intended content analysis. The seven major elements that are considered for performing content analysis are: words, characters, themes, paragraphs, concepts, items, and semantics. are some of the ways in which the data can be collected.
Surveys, interviews, podcasts, social media comments, online feedback, web conversations, etc. Both verbal and non-verbal methods can be used to collect the data from the participants of the study. There are numerous ways in which the data for qualitative content analysis can be collected.
The content analysis process can be broken down into 5 steps. Here is a video summary of the steps of content analysis: Step 1: Identify and Collect Data It is easy for the researcher to get diverted into various directions if he/she is not following step-by-step content analysis. You will be surprised that there is so much information contained in your data when you start digging deeper.
Collecting data and analyzing the data to arrive at a valid conclusion have to go through numerous stages before it can be presented to the stakeholders.