Glossary of Marketing Studies and Research
Content analysis studies precisely the structure of a corpus of texts that may be derived from discourses (oral or written), elements coming from interactions (meetings, emails, letters…), individual interviews, answers to open-ended questions in surveys, different descriptive reports (observation report, behavior analysis, meeting reports…), documents or other texts (literary works, historical documents…).
In the field of surveys, this technique is used on different approaches developed by J. Jenny (1997) :
– Principal component analysis
– Correspondence analysis
– Classification methods