Introduction

Sources of
available
data

Analyzing
available
records

Secondary
analyses

Content
analysis

Strengths & limitations
of available
data

Social
indicators

Aids

Table 12.3. Coding of editorials about the United Nations

Analyzing and interpreting results

The results of content analyses are frequently expressed as percentages.   Let's say there were 98 editorials in the three-year period. As shown in Table 12.3, we find that 39 or about 39% of the 98 editorials dealt with the United Nations. These were the editorials coded as 1, 2, or 3.   Of these 39 editorials, 16 or 41% were mixed, while 14 or 36% were positive, and 9 or 23% were negative.   These are results of the study and would serve as the basis for the conclusions that would be offered.

The following comments apply mainly to uses of data from official records or surveys.

Strengths and limitations of available data

Strengths

Analyzing available data is a quick, low cost way of doing research.   The often costly and certainly time-consuming process of data collection is eliminated. Secondary analysis also offers opportunity to analyze data based on enumeration or very large samples. Data from the Ministry of Education, analyzed by Badri and Burchinal (1988), were based on tens of thousands of children. Farah (1981) re-analyzed data from the sample of 3,000 women living in northern Sudan. Neither investigation could have been done without access to available data. Another advantage is that you can study issues that may be too politically sensitive to study in person.   In addition, most analyses of available data can be carried out by a single investigator.  

Limitations

The strengths just mentioned are offset by three limitations.   One of these concerns the relevance or validity of the data for the problem you want to address.   Sometimes, despite the great advantages of this method, the data available simply cannot be used as indicators of the variables you want to investigate.   As the investigator, you have to defend the use of any available data in terms of its validity for the variables you are using the data to measure.

Second, the data may not be free of errors or other bias introduced at the time of data collection or during earlier analysis of the data. When using available data, it is a good idea to read the "Methods" or "Data Collection" section of a report to see what safeguards were taken to minimize errors or bias in data collection and analysis.

These sections should also provide information on the validity and reliability of the data. If you have doubts about the quality of the data, you should carefully consider whether to re-analyze the data.  

In addition, while content analysis is a quick and inexpensive way of collecting and analyzing mass media information, it only provides a description of what is being communicated. It does not give any evidence of the effect of the content on audiences.