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Examining Online Communication: A Method for the Quantitative Analysis of Qualitative Data

Examining Online Communication: A Method for the Quantitative Analysis of Qualitative Data
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Author(s): Michael G. Hughes (HumRRO, USA), Jennifer A. Griffith (Alfred University, USA), Cristina Byrne (University of Oklahoma, USA), Darin S. Nei (Hogan Assessment Systems, USA), Lauren Harkrider Beechly (IBM, USA), Thomas A. Zeni (East Central University, USA), Amanda Shipman (Kenexa, USA), Shane Connelly (University of Oklahoma, USA) and Michael D. Mumford (University of Oklahoma, USA)
Copyright: 2016
Pages: 23
Source title: Mixed Methods Research for Improved Scientific Study
Source Author(s)/Editor(s): Mette Lise Baran (Cardinal Stritch University, USA) and Janice Elisabeth Jones (Cardinal Stritch University, USA)
DOI: 10.4018/978-1-5225-0007-0.ch012

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Abstract

Methods of individual communication continue to expand through online media. Given the dynamic nature of online communications, traditional methods for studying communications may not suffice. A hybridized content analytic approach that combines qualitative and quantitative methods offers a unique methodological tool to researchers who seek to better understand computer-mediated communications and the psychological characteristics of those who communicate online by evaluating qualitative information using quantitative methods. This means of measurement allows researchers to statistically evaluate whether investigated phenomena are occurring in combination with the richness that qualitative assessment provides. As with any approach to computer-mediated communication, various ethical considerations must be borne in mind, and, thus, are discussed in concert with this hybridized approach to content analysis.

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