CM321SA1 COMMUNICATION RESEARCH METHODS -Content Analysis &coding scheme – 20210618l

Content Analysis Cover Sheet Instructions: You are required to conduct a content analysis (a pre-test) to investigate how Nike Sportswear (https://www.instagram.com/nikesportswear/) used Instagram to communicate with their publics in the past five years (2016 – 2020). 1. You will be paired with another coder to work with you. Write down your teammate’s name: 2. Based on the given research topic and timeline, define your population: Nike’s audiences on Instagram Use stratified sampling strategy to select two posts per month. In total, the sample needs to include 120 Instagram posts from Nike Sportswear. This research also aims to investigate how publics react to Nike’s corporate communication on social media. Therefore, for each sampled post, you will need to collect one public comment. In total, 120 comments are to be collected. Based on the information provided above, 3.1. What is(are) the unit(s) of analysis of this research? Nike Coding Scheme Coding Scheme Coder:A) B) Post ID ___________ Post time_______________(DD/MM/YY) Q1) Number of hyperlinks _______ Q2) Number of photos_________ Q3) Number of videos ________ Q4) Primary purpose of post (select the most prominent purpose of the post): 1) Pure information (with no clear PR purpose, *no company or product is mentioned) 2) Information with clear PR purpose (e.g., corporate news, company is mentioned, focusing on company image) 3) Sales/Promotion information with advertising purpose (product is mentioned, clearly suggesting people to buy) 4) Customer service 5) Job recruiting 6) Non-informational (Content that serves no informational, promotional, or persuasive purpose, e.g. holiday greetings or inspirational quotes, *no company or product is mentioned) 7) Other Q5) Is the post CSR (company social responsibility) related?1) Yes 2) No Q6) If yes, what is the primary CSR activity that Nike engaged in according to the given post? 1) Customers2) Employees3) Communities 4) Environment 5) Human rights6) Other Comment (the first comment under the post) Q7) Comment purpose:1) Compliment 2) Complaint 3) Question 4) User’s self-promotion5) Give feedback/opinion6) Other Q8) Does the comment contain a clear purchase intention? 1) Yes2) No Q9) Quality of comment #1: 1) shallow (quick and simple comment, e.g. XXX rocks), 2) complex/well-developed (a more developed comment explaining why the commenter likes/dislikes the post/company/product) 3.2. Please delineate how the samples are selected. Write down the procedure step by step so that other researchers can replicate your study if needed. 4. Read each item in the coding scheme. Discuss with your coding partner in detail what does each item and category mean. You need to have the same understanding of the items and categories before coding. Note, you will have to clarify all the misunderstandings and confusion in this step. It is highly encouraged that students use posts that are not in the identified population (e.g., posts made before 2016 and or after 2020) as examples to go through coding trials and resolve any potential confusion or discrepancies. 5. 10% posts were randomly selected from the sampled posts for pretesting. Code independently of all 12 posts in your sample. Fill out the coding sheet. Note, in this step, you should not discuss anything with your teammate. 6. Calculate the intercoder reliability for Q1, Q4, Q7, and Q8 using the Holsti’s method (in reality we need to calculate the IR for every measurement item). Please show the calculation steps. Q1: Q4: Q7: Q8: 7: Are those results reliable? Why? 8: What’s next? Requirements: complete the cover sheet/ coding scheme/ coding sheet | _____________________Order any type of Service We Provide We are the best assignment service that can satisfy student’s demands in different scientific fields. We perform tasks of any kind. Our specialists provide diverse custom assignment writing services to students from all over the world every day. You can contact us for assistance with: • Essays of any type (application, scholarship, argumentative, personal, informative, persuasive, compare and contrast, narrative, analytical, cause and effect, critical, process, descriptive, expository essays); • Homework, • Assignments, • Reviews of all types (for a book, an article, or a film), • Reports, • Annotated bibliography, • Projects, • Thesis, • Term papers, • Presentations, • Lab works, • Research papers, • Speeches, • Critical thinking, • Capstone projects; • plan; • Coursework’s; • Dissertations. The list is far from complete! Representatives of our student assignment service are connoisseurs of the peculiarities of presentation in regards to academics.

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