International Research Journal of Commerce , Arts and Science

 ( Online- ISSN 2319 - 9202 )     New DOI : 10.32804/CASIRJ

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CONTENT ANALYSIS AN OVERVIEW

    2 Author(s):  BALAJI A.KAMBLE ,DR.SHIVAJI N.SONTAKKE

Vol -  12, Issue- 6 ,         Page(s) : 100 - 104  (2021 ) DOI : https://doi.org/10.32804/CASIRJ

Abstract

Content analysis is a method for analyzing the content of a variety of data, such as visual and verbal data. It enables the reduction of phenomena or events into defined categories so as to better analyze and interpret them. This paper provides an overview of content analysis from a marketing perspective. The basic concepts and techniques are presented for operational content analyses. As a methodology, it can be both qualitative, usually in developmental stages of research, and quantitative where it is applied to determine frequency of phenomena.

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Bahar, H.M. & Albrecht, S.L. (1984). Content analysis. In B.A.Chadwicket.al., Social Science Research Methods (pp. 239-257), New Jersey: Prentice –Hall Danielson, 
Cartwright, D.P. (1953). Analysis of qualitative material. In L. Festinger& D. Katz (Eds.). Research methods in the Behavioural Sciences (pp.421-470), New Delhi: Amerind Publishing Company 

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