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A Content Analysis of Reliability in Advertising Content Analysis Studies.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	A Content Analysis of Reliability in Advertising Content Analysis Studies./
作者:	Wang, Weize.
面頁冊數:	1 online resource (40 pages)
附註:	Source: Masters Abstracts International, Volume: 73-08.
Contained By:	Masters Abstracts International73-08.
標題:	Bias. -
電子資源:	click for full text (PQDT)
ISBN:	9781267138644

A Content Analysis of Reliability in Advertising Content Analysis Studies.
Wang, Weize.

A Content Analysis of Reliability in Advertising Content Analysis Studies. - 1 online resource (40 pages)

Source: Masters Abstracts International, Volume: 73-08.

Thesis (M.A.)--East Tennessee State University, 2011.

Includes bibliographical references

Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. Moreover, content analysis researchers had improved in reporting reliability and reliability coefficients. However, there was a low percentage of studies that reported specific reliability for each variable as well as the lowest acceptable level for the reliability coefficients.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9781267138644Subjects--Topical Terms:

810927
Bias.
Index Terms--Genre/Form:

554714
Electronic books.

A Content Analysis of Reliability in Advertising Content Analysis Studies.
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500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Marshall, Stephen W.
502 $a Thesis (M.A.)--East Tennessee State University, 2011.
504 $a Includes bibliographical references
520 $a Content analysis is a systematic research method for examining symbolical content in communication by recording or transcribing these messages into categories. Reliability is one of the most distinctive attributes of content analysis methodology comparing to other techniques in communication. A content analysis was conducted by analyzing the method sections of published journal articles in Communication Abstracts from January 2006 through January 2011 by searching "advertising" and "content analysis". Results suggested that television is still the most focused medium in advertising content analysis research. Most of the content analysis studies employed 2 coders for coding reliability assessment data and final data. Moreover, content analysis researchers had improved in reporting reliability and reliability coefficients. However, there was a low percentage of studies that reported specific reliability for each variable as well as the lowest acceptable level for the reliability coefficients.
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538 $a Mode of access: World Wide Web
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