Neuendorf (2010), "Content Analysis: A Methodological Primer for Gender Research"

Neuendorf (2010) is concerned that, while content analysis has been particularly popular as a method in recent years, studies employing content analysis have often used less stringent standards for reliability.

Neuendorf (2010) defines content analysis as "a summarizing, quantitative analysis of messages that relies on the scientific method, including attention to objectivity/intersubjectivity, a priori design, reliability, validity, generalizability, replicability, and hypothesis testing" (p. 277). Neuendorf (2010) specifically notes that she is referring to quantitative studies, though she acknowledges that textual analysis forms can compliment quantitative content analysis as well.

This essay outlines the process for conducting what Neuendorf (2010) sees as a sufficiently rigorous content analytic study. 

1. Preparation

Content analyses should be backed by theory. Neuendorf (2010) argues that theories about media's effects can be used to justify content analyses of texts. 

In determining the scope of a content analysis, Neuendorf (2010) urges scholars to consider stepping beyond the boundaries of the text to also consider information about either producers or consumers in concert with the data about the text.

2. Methodology

In her discussion of content analysis method, Neuendorf (2010) is clear in arguing that content analysis should employ the same parameters implemented in other quantitative studies. She specifically notes that researchers should take care in selecting their unit for analysis and in developing their sampling frames. Using rigorous standards of quantitative research is particularly important when human coders are used to collect content analysis data. Neuendorf (2010) emphasizes the importance of intercoder reliability.

3. Reporting.

Finally, Neuendorf (2010) argues that the processes implemented in data collection and analysis should be thoroughly recorded and reported so as to ensure replicability.