内容分析方法.pptVIP

73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 51 52 53 54 35 36 37 38 39 40 41 42 43 44 55 57 56 58 59 60 61 62 63 64 65 66 67 68 69 70 71 72 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 45 30 31 32 33 34 46 47 48 49 96 97 98 99 50 YOU WOULD CONTINUE IN THIS WAY UNTIL EVERY ONE OF THE 16 PICTURES HAD BEEN PAIRED WITH EVERY OTHER ONE ANOTHER QUESTION --WHAT ABOUT THE ORDER OF PRESENTATION?? SHOULD WE PRESENT EVERY PAIR TWICE, ONCE WITH A PICTURE ON THE LEFT AND ONCE ON THE RIGHT??? Other methods-- 3. method of ranking like this but different in that there are no categories to put them in---just rank order them (several times) then average the ranks low high SIMPLE MAGNITUDE 1 2 3 4 5 4. method of direct scaling apply a rating scale to each stimulus one at a time example: this statement “I was hoping that you might help me with this problem” is not asssertive at all very assertive 1 2 3 4 5 NOT RELIGIOUS AT ALL VERY RELIGIOUS Method of Direct Scaling RATE HOW RELIGIOUS THIS MAN IS: 1 2 3 4 5 6 7 RATE HOW RELIGIOUS THIS MAN IS: 1 2 3 4 5 6 7 NOT RELIGIOUS AT ALL VERY RELIGIOUS RATE HOW RELIGIOUS THIS MAN IS: 1 2 3 4 5 6 7 NOT RELIGIOUS AT ALL VERY RELIGIOUS RATE HOW RELIGIOUS THIS MAN IS: 1 2 3 4 5 6 7 NOT RELIGIOUS AT ALL VERY RELIGIOUS RATE HOW RELIGIOUS THIS MAN IS: 1 2 3 4 5 6 7 NOT RELIGIOUS AT ALL VERY RELIGIOUS AND FINALLYTHE MOST IMPORTANT QUESTION OF ALL:WOULD YOU BUY A USED CAR FROM THIS MAN??? Limitations Bias Group level interpretation - generalised themes may not apply to individuals Descriptive - not theory generation End of Content Analysis 1 2 3 4 5 6 7 8 9 10 11 Results-- active More results--aggressive more results--emotional more results--submissive more results--nurturant maybe these books are writte