What is Content Analysis?
Content analysis is a research technique used to make replicable and valid inferences
by interpreting and coding textual material. By systematically evaluating texts (e.g.,
documents, oral communication, and graphics), qualitative data can be converted into
quantitative data. Although the method has been used frequently in the social sciences,
only recently has it become more prevalent among organizational scholars.
Learn more about scholars who utilize content analysis techniques and to see an overview
of content analysis methodology.
Researchers convene annually for a Content Analysis Professional Development Workshop
in conjunction with the Academy of Management Annual Meeting.
Learn more about content analysis resources on the Internet and to see a reference
list of books and journal articles.
Who to Contact
Associate Dean for Research and Graduate Programs & C. Herman and Mary Virginia Terry
Distinguished Chair in Business Administration
Mike Pfarrer has published award-winning research using content analysis techniques.
He is co-organizer of an annual workshop on content analysis and is available if you’d
like to learn more about content analysis, its applications for research, and its
implications for business.