Category: Research Methods
Summary & Citations:
Boettger and Palmer's article sought to increase the use of quantitative content analysis in the field of technical communication. They suggested that, "Quantitative content analysis can prove to be a more powerful method than surveys and interviews because of its nonobtrusive nature and its lack of reliance on subjective perceptions" (Boettger & Palmer, 2010, p. 346). This can decrease the bias inherent in qualitative studies. After making a case for greater accuracy in our research, they outlined the fundamentals of content analysis, and its focus on "fixed characteristics" (p. 347). Their information was presented for those new to quantitative research and outlined the steps of such research.
They then provided a list of ideas for technical communicators to consider how they might used quantitative content analysis, it "can be used to:
• evaluate transcripts from usability studies to identify common mental models held by users;
• reveal differences in communication strategies for intercultural audiences;
• assess bias in publications produced by government at the federal, state, and local levels;
• codify the images used in marketing communications;
• locate intent in the annual reports produced by corporations;
• identify and deconstruct the rhetorical strategies from successfully funded proposals;
• assess how the rhetorical qualities and characteristics of environmental-impact statements have evolved since the signing of the Environmental Policy Act of 1969" (Boettger & Palmer, 2010, p. 348).
Their article continued by surveying the primary journals of the field; they found that only 5% of the articles researched contained quantitative research. Then they provided an example this research method in a study of sheep and goat farming.
