The Fundamentals of Content Analysis

  • Murugan Anandarajan
  • Chelsey Hill
  • Thomas Nolan
Part of the Advances in Analytics and Data Science book series (AADS, volume 2)


In this chapter, the reader is provided with an introduction to content analysis, which highlights the congruencies between content analysis and text analytics. The reader learns the differences between content types and is provided with a demonstration of the content analysis process. The chapter concludes with a discussion on how to properly manage the subject area’s current theory for desired results.


Content analysis Text analysis Manifest content Latent content Inference Deductive inference Inductive inference Unitizing Coding Analysis unit Quantitative content analysis Qualitative content analysis Computer-aided text analysis 


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Further Reading

  1. For more comprehensive coverage of manifest and latent content, including patterns and projections, see Potter and Levine-Donnerstein (1999). For more about content analysis using human coding, see Potter and Levine-Donnerstein (1999) and Franzosi (1989). For an in-depth book about content analysis, see Krippendorff (2012). For more about coding in qualitative research, see Saldaña (2015).Google Scholar

Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  • Murugan Anandarajan
    • 1
  • Chelsey Hill
    • 2
  • Thomas Nolan
    • 3
  1. 1.LeBow College of BusinessDrexel UniversityPhiladelphiaUSA
  2. 2.Feliciano School of BusinessMontclair State UniversityMontclairUSA
  3. 3.Mercury Data ScienceHoustonUSA

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