Content Analysis: A Tool for Management Research

Mathew, Regi V (1996) Content Analysis: A Tool for Management Research. TAPMI, Manipal.


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Content Analysis is a qualitative research technique that uses a set of procedures to classify or categorise communication that permit valid inference to be drawn (Weber, 1990). Although content analysis may be used to extract data from a wide range of communication media (writing, speeches, movies, radio and television, for example), management research has utilised the technique primarily to draw inferences from textual communications of managers. (D'Aveni & Macmillan, 1990). As such, the methodology provides researchers with opportunities to unobtrusively study the values, sentiments, intentions and ideologies of managers generally inaccessible to researchers. This provides researchers with a methodology for systematic analysis of the information contained in corporate documents thus opening rich data source that has been often neglected.

Item Type: TAPMI Working Papers
Uncontrolled Keywords: Content Analysis; Management Research; Management Education
Subjects: General Management
General Management > Management Education
Divisions: Marketing Management
Depositing User: Ms. Vanitha K
Date Deposited: 17 Nov 2018 10:59
Last Modified: 09 Jan 2019 08:51

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