QNT/561 - APPLIED BUSINESS RESEARCH & STATISTICS

CONTENT ANALYSIS

Hello Researchers,

When the data we collected is words rather than numbers, we have to analyze the content. We look for themes, patterns, etc. in the “data”. Here is a handy step-by-step for conducting a content analysis. Refer to Table 1 below for an example of an APA table which displays the results of a content analysis.

1. Collate all the responses to each open-ended question so you have a list of the responses for each question together

2. Print-out the list of responses - double-spaced so you have room to write

3. Read through the responses to the first question

4. As you read make a list of the responses - write the content/topic of the response in a couple of words

5. Read over your list and combine any similar topics

6. Go back over and read again to see if you missed any topics

7. Give each topic in your list a code (letters or numbers) - I like an abbreviation that is meaningful

8. Go back through your responses and write the code over each topic mentioned in each response over the response

9. Go back and tally how many times each topic was mentioned

10. Make a table reporting the n and % of times each topics/themes/ factors appeared (see Content Analysis Template attachment)

11. Repeat the process for any additional open-ended questions.

Table 1

Factors that Deter Shoppers from Online Purchasing by Gender

Factor	Na	%
Women
Credit card loss	52	59
Can’t try clothes on	36	41
Men
Credit card loss	55	61
Like to shop in stores	35	31

aTotal women = 88, Total men = 90