Methodological Usefulness of Content Analysis in Social Science Research

Abstract

The thrust of this paper was to crystallize the methodological value of content analysis as a tool in social science research. In order to achieve that, it sets out to do a conceptualization of content analysis and situate it within the operational rubrics common to other research designs. The various stages in content analysis notably the problem identification, selection and definition of units of analysis in content analysis were succinctly considered. The usefulness of the method was finally discussed and particularly its strength which rests in its ability to handle the areas of weaknesses and challenges of other sister methodological tools. Among such strengths unique to content analysis is the economy of time and money in the research process; its ability to effectively handle the situation of botched up data collection process in contrast to survey or field research; and the fact of its unobtrusive nature which is a major flaw of the rest methods.

Key Words: Content analysis, methodological tool, social research, data collection, usefulness