Question

Betsy wants to determine if the types of products advertised on television vary depending on the time of day. Which type of archival research approach should she employ in this scenario

Answer 1

Betsy should employ content analysis type of archival research approach in this scenario.

Content Analysis

The existence of particular words, topics, or concepts in a given set of qualitative data can be found by using the research tool of content analysis. The presence, significance, and connections of such specific words, themes, or concepts can be quantified and examined using content analysis. To check for bias or partiality, for instance, academics can assess the language used in a news piece. The meanings included in the texts, as well as their authors, readers, and even the culture and time period in which they were written, can all be inferred by researchers. Almost any instance of communicative language can be used as a source of data, including interviews, open-ended inquiries, field study notes, dialogues, and open-ended questions. For the sake of analysis, a single study may examine numerous textual genres.

Learn more about content analysis here:

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