Social Research Methods: Qualitative and Quantitative Approaches

NONREACTIVE RESEARCH AND SECONDARY ANALYSIS

FIGURE 1 Example TV Commercial Recording Sheet for Content Analysis on Mayoral Election

Commercial ID ____ Date of commercial _____ Time of commercial _____ Coder # ___

Station on which commercial aired ______ Duration ____ Sponsor of commercial _________

Visual of Candidate A shown? ______ Voice of Candidate A heard? ______

Visual of Candidate B shown? ______ Voice of Candidate B heard? ______

Visual of Candidate C shown? ______ Voice of Candidate C heard? ______

Number of people shown other than the candidates ________

Number who appear elderly ___ Number of nonelderly adults ___ Number of children ___

Gender mix ________ Racial-ethnic mix W__ B__ H__ A___ O___

Occupational mix ____________________________________________________________

Check all issues referenced in commercial that apply.

1. Taxes ____


2. Schools ____


3. Crime ____


4. Housing ____


5. Public transport ____


6. Roads ____


7. Social services ____


8. Parks ____


9. Business ____


10. Urban sprawl ____


11. Water/air quality ____


12. Vision for future ____


13. Neighborhoods ____


14. Fire/police ____


15. Zoning ____


16. Library ____


17. Quality of life ____


18. Elderly services ____


19. Youth services ____


20. Multicultural issues____


21. Public health ____


22. Job creation ____


23. Efficient government ____


24. Public voice ____


25. Cooperation with other government agencies ____

Endorsements of candidate A made by __

Endorsements of candidate A made by __

Endorsements of candidate A made by __

Criticism of candidate A made by __ on issue number above __

Criticism of candidate B made by __ on issue number above __

Criticism of candidate C made by __ on issue number above __