A Novel Sequential Mixed-method Technique for Contrastive Analysis of Unscripted Qualitative Data: Contrastive Quantitized Content Analysis

Laura Y. Cabrera, Peter B. Reiner

Research output: Contribution to journalArticlepeer-review

Abstract

Between-subject design surveys are a powerful means of gauging public opinion, but critics rightly charge that closed-ended questions only provide slices of insight into issues that are considerably more complex. Qualitative research enables richer accounts but inevitably includes coder bias and subjective interpretations. To mitigate these issues, we have developed a sequential mixed-methods approach in which content analysis is quantitized and then compared in a contrastive fashion to provide data that capitalize upon the features of qualitative research while reducing the impact of coder bias in analysis of the data. This article describes the method and demonstrates the advantages of the technique by providing an example of insights into public attitudes that have not been revealed using other methods.

Original languageEnglish (US)
Pages (from-to)532-548
Number of pages17
JournalSociological Methods and Research
Volume47
Issue number3
DOIs
StatePublished - Aug 1 2018

All Science Journal Classification (ASJC) codes

  • Social Sciences (miscellaneous)
  • Sociology and Political Science

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