Content Analysis, Quantitative

This entry examines quantitative content analysis, which is a method based on the systematic coding and quantification of content—be that written, visual, or oral content. The entry considers definitions proffered within the literature on the method, indicates the breadth of its application, and explores the processes involved in undertaking quantitative content analysis. The processes include constructing a theoretically valid research question or hypothesis; identifying and sampling content; developing systematic coding schemes which are implemented; testing for interrater reliability; and performing analysis. The entry considers issues of reliability and validity and identifies the strengths and weaknesses of the approach.