QRMSS Ch. 11 Content Analysis

Finally, we come to the point in our research where we get to analyze the content or all the information we’ve gathered through our field research. Ch. 11 in QRMSS defines content analysis as “detailed systematic examination of a particular body of material in an effort to identify patterns, themes, biases and meanings (Berg &Lune, 2012, p.349). Here are where the fruits of our labor come into play.

Content analysis can be quantitative, qualitative or both. We can decide whether content is manifest or latent. Manifest content is “content that is physically present and countable,” whereas latent content is “extended to interpretive reading of the symbolism underlying the physical data” (Berg & Lune, 2012, p.355). We begin to organize themes and patterns appearing in our content. This is referred to as coding. An interesting point is made in Ch. 11 to “believe everything and nothing” while coding (Berg & Lune, 2012, p.365). I find this humorously true! Another good tip from the book was to be careful not to “cherry pick” cases that support only my idea and ignore the rest (Berg & Lune, 2012, p.372). Your findings could be dismissed due to bias.

In beginning the actual composition to report your findings, begin with an introduction. Tell the reader why you chose to research topic. Be transparent in relating yourself to your paper. Talk about the methods you used, and why you chose to use such methods. Bring in theoretical orientation that you used to connect your research with. Also, tie in your literature review, as this will help explain your research. Take larger themes and break them up into sections. Subjects’ quotes may be used as titles or themes.

There are many ways with which to present your information and break it down for the reader to best understand. We can use visuals such as pictures representing your subjects or process of research. We can create demographic tables or charts to present our findings. As you work towards the conclusion of paper, reiterate points, repeat and reflect ideas. Copies of questionnaires used, consent forms, visuals, transcribed interviews, proposal and busy work will go into the appendix.

Remember it’s ok to add something into the paper that wasn’t in the proposal if that information stands out! Your efforts may be used on different papers, depending on who the audience is and what information you’re trying to convey. This is where all your hard work will start to pay off!