Quantitative Content Analysis (7-Step Tutorial) 📊🧐✅

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You've been trying to figure out quantitative content analysis, but no matter where you look, all you find are books, papers, and information on qualitative content analysis.

Help is on the way.

Quantitative content analysis often takes a backseat to its qualitative counterpart, receiving only a brief mention in methodology books. However, if this is the method you want to apply, you require more guidance. And that’s exactly what you’ll get here.

In this article, you will learn how to conduct a quantitative content analysis in seven steps and understand the key differences from qualitative content analysis.

📚 Further reading:
Berelson, B. (1954). Content Analysis. In G. Lindzey (Ed.), Handbook of Social Psychology. Vol. 1: Theory and Method (pp. 488–522). London: Addison-Wesley.

Krippendorff, K. (1980). Content Analysis: An Introduction to Its Methodology. Sage Publications.

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00:00 Intro
00:48 Quantitative vs. Qualitative Content Analysis
02:41 #1 Theoretical Preparation
04:02 #2 Sampling
04:43 #3 Defining the Unit of Analysis
05:40 #4 Defining Descriptive Categories
06:42 #5 Quantification
08:11 #6 Statistical Analysis
08:50 #7 Presenting the Results

Quantitative content analysis traces back primarily to a methodology book by social psychologist Bernard Berelson. He defined content analysis as a "research technique for the objective, systematic, and quantitative description of the manifest content of communication" (Berelson, 1952, p. 489).

Note: This definition applies to content analysis in general, not just the quantitative approach. Naturally, this sparks debate, as the very term "quantitative" can provoke strong reactions from advocates of the qualitative research paradigm.

The subject matter of content analysis—whether qualitative or quantitative—is always somehow qualitative in nature. That is because content analysis helps us evaluate qualitative data sources, such as newspaper articles, films, social media posts, or documents. But the method itself is heavily informed by the quantitative paradigm, as its name suggests.

Quantitative content analysis systematically converts qualitative material into quantifiable data by applying structured coding schemes and statistical methods. We’ll explore how that works shortly.

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This video is about:
quantitative content analysis, quantitative content analysis coding, qualitative and quantitative content analysis, quantitative content analysis in mass communication and journalism, how to do quantitative content analysis

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