**6.1.1 The quantitative and qualitative in content analysis**

In some circles, the issue of whether content analysis should be viewed as a quantitative or qualitative method for the analysis of text data is still an area of debate. Wesley (2011) considers it important to bring the debate to the fore and makes the following assertions:

First … no research topic is inherently qualitative or quantitative … the subject matter itself does not determine which tradition should be employed. Second, specific methodologies do not belong solely to one tradition or the other. Surveys can be quantitative or qualitative, as can … content analysis … (p.126)

He then proceeds to explain the conditions in which each applies. He states,

Because quantitative research involves numbers, frequencies, intensities, and other measurements of degree, it is particularly well suited to questions of How much?, How often?', and How many? By contrast, qualitative research deals best with questions involving conditions, norms, and values. (p.126)

This researcher holds the view that there is value in adopting Wesley's perspective. To this end, Hosti's (1969) broad definition, as cited in Stemler (2001), was considered appropriate for this study. Specifically, Hosti viewed content analysis as "any technique for making inferences by objectively and systematically identifying specified characteristics of messages". http://pareonline.net/getvn.asp?v=7&n=17 . Reference to 'any technique' suggests that both qualitative and quantitative techniques qualify.

#### **6.1.2 The inductive and the deductive**

Hsieh and Shannon (2005) use their interpretation of qualitative analysis as the backdrop for their comprehensive discussion of the approaches to conducting this form of content analysis, describing three approaches namely the conventional, the directed and the summative. It is beyond the scope of this chapter to explore this aspect of their work in any detail. What should be noted though is that these approaches are essentially enhancements of the inductive and deductive approaches that entail emergent coding techniques, with categories being identified from themes and patterns emerging from the data, and a priori

An Analysis of the Search Skills of Online Graduate Students as

**MP5**: The article compares landline and mobile phones.

**MP116**: It [the article] delves into experiments conducted.

the three sub-elements described above and as shown in Table 1.

**Data ID Agent of verb Verb Verb Extension** 

succinctly

Table 1. Division of unit analysis into three sub-elements.

MP5 The article Compares Landline and mobile phones

MP116 It [the article] Delves Into experiments conducted.

MP117 And [It] Cites Pertinent statistics based on research

**Exhibit 1: Examples of units of meaning** 

MP115 This article Outlines

selected for analysis.

and secondary level.

**6.4 Data analysis procedures** 

**6.4.1 Primary level analysis** 

Commission.

the Basis for the Development of Appropriate Instructional Strategies 219

For example, the last two examples of Exhibit 1 below were both combined into a complex sentence in the annotation but for the purpose of this study are deemed to be separate units of meaning. In addition, where a pronoun is used in a follow-up sentence in the original, the

**MP117**: [It] cites pertinent statistics based on research conducted by the European

The verb was viewed as the sub-element that served as a bridge between the other two subelements and in the process holding the sentence together as a meaningful whole. The agent only comes to light through its association with the verb. Additionally, it is the verb that gives coherence and structure to the additional information contained in the extension.

To prepare the units of meaning for subsequent analysis, each was organized according to

MP20 Mobile phones Have provided Lots of fun and convenience to people's lives

Based on this method, 164 units of meaning were identified in the thirty-six (36) annotations

As indicated earlier, quantitative and qualitative, as well as inductive and deductive strategies were employed in data analysis. Data analysis was also conducted at a primary

The deductive approach was taken to analyse the data at this level, driven by features inherent in the essay topic as well as approaches related to the writing of an annotation. Thus, an a priori approach was taken to generating codes that would form the basis for further analysis. The following were the areas of analysis undertaken at the primary level:

phone.

The anachronistic nature of the landline

conducted by the European Commission

noun to which it refers is inserted to ensure that the meaning is clearly conveyed.

**MP20**: Mobile phones have provided lots of fun and convenience to people's lives. **MP115**: This article outlines succinctly the anachronistic nature of the landline phone.

techniques, where categories are established prior to the analysis based on some theory or previously determined themes. (Stemler, 2001).
