Answer: A

Units of analysis are the individual units that we make descriptive and explanatory statements about.
4. In the content analysis of __________, sampling may occur at any or all of several levels. A. written prose B. television C. the internet D. none of these choices
Answer: B

Existing statistics should always be considered a supplemental source of data.
6. When we base research on an analysis of data that already exist, we face problems of: A. repeatability B. validity C. generalization D. none of these choices
Question

Which of the following may be examined in content analysis? A. books B. magazines C. web pages D. all of these choices
Answer: D

Books, magazines, and web pages may be examined in content analysis.
Answer: D

Content analysis, analysis of existing statistics, and comparative and historical research are types of unobtrusive research methods.
2. Which of the following are usually qualitative? A. field research B. comparative and historical research C. both a and b D. none of these choices
Comparative and Historical Analysis
Cautions: Can't trust the accuracy of records official or unofficial, primary or secondary. Must be wary of bias in data sources.
Answer: A

In the content analysis of written prose sampling may occur at any or all of several levels.
5. Existing statistics should always be considered a _____________ source of data. A. primary B. supplemental C. tertiary D. all of these choices E. none of these choices

Methods of studying social behavior without affecting it.
Types of Unobtrusive Research


Content analysis - examine written documents such as editorials. Analyses of existing statistics. Historical/comparative analysis - historical records.


Can be the main source of data or a supplemental source of data. Often existing data doesn't cover the exact question. Reliability is dependent on the quality of the statistics.
Answer: D

Unobtrusive research does not require the researcher to intrude on what he or she is studying.
Content Analysis

Study of recorded human communications.
Quick Quiz
1. Which of the following are types of unobtrusive research methods? A. content analysis B. analysis of existing statistics C. comparative and historical research D. all of these choices
Chapter 11
Unobtrusive Research
Chapter Outline


Introduction Content Analysis Analyzing Existing Statistics Comparative and Historical Research
Unobtrusive Research
Answer: C

Field research and comparative and historical research are usually qualitative.
3. _________________ are the individual units that we make descriptive and explanatory statements about. A. units of analysis B. artifacts C. groups D. all of these choices
Weaknesses of Content Analysis


Limited to the examination of recorded communications. Problems of validity are likely.
A Few Possible Units of Analysis for Content Analysis
Strengths of Content Analysis


Economy of time and money. Easy to repeat a portion of the study if necessary. Permits study of processes over time. Researcher seldom has any effect on the subject being studied. Reliability.
Answer: C

Secondary analysis occurs when you obtain a copy of someone else’s data and undertake your own statistical analysis.
Some Positive and Negative Aspects of Bureaucracy
Example of Recording Sheet for TV Violence
Sample Tally Sheet (Partial)
Coding

Process of transforming raw data into a standardized form.
Content


Manifest content - The visible, surface content. Latent content - The underlying meaning of the content.
Comparative and Historical Research

Involves the use of historical methods by sociologists, political scientists and other social scientists.
Analyzing Existing Statistics
Answer: B

When we base research on an analysis of data that already exist, we face problems of validity.
Question

Which type of research does not require the researcher to intrude on what he or she is studying? A. quantitative research B. qualitative field research C. survey research D. unobtrusive reseaf the following occurs when you obtain a copy of someone else’s data and undertake your own statistical analysis? A. using quasi official statistics B. using official statistics C. secondary analysis D. none of these choices