摘要: |
Content analysis is an established technique for summarizing written, spoken, or visual information in a systematic manner (Moeller 1963, Carney 1972, Weber 1990, Berg & Lune 2012, Krippendorff 2013). This method is unobtrusive and can be replicated. The text is coded and categorized by human or by computer, and results can also be quantified into statistical data. Although computer coding is not as time consuming as human coding, the human brain is well-suited to handle the coding of content beyond the accounting of words and phrases. This is crucial when part of the content is contextually based or may contain “hidden” meaning that is not readily apparent. For example, professional auto reviews often provide an evaluation relative to another vehicle using language such as “quieter than,” “not as quiet as,” or “not as noisy as.” The coder needs to examine the context to determine if it was a positive, negative, or neutral evaluation. Thus, we used human coders when evaluating professional auto reviews. Yet, the human approach is subject to coder bias if left unchecked. We minimized the inherent variability among human coders by (1) using experienced coders, (2) conducting comprehensive training on reading and capturing context of auto reviews and assigning appropriate codes, and (3) evaluating inter-coder reliability. In addition, an RTI content analysis expert regularly met with the coders and adjudicator to resolve unanticipated issues, such as when the auto review content did not appear to correspond with the existing coding frame. In these cases, we provided additional instructions in the use of existing codes or in some instances, EPA chose to revise or add to the coding frame. A well-structured content analysis methodology has enabled us to systematically evaluate a large quantity of information contained within the materials. |