Content Analysis Research Themes 1977-2000: Evolution and Change

Michael S. Mulvey, University of Ottawa
Barbara B. Stern, Rutgers University
ABSTRACT - More than two decades ago, Hal Kassarjian introduced the content analysis methodology to consumer researchers in his 1977 Journal of Consumer Research article AContent Analysis in Consumer Research.@ Our research has two goals. First, from a historical perspective, we trace the evolution in the use and application of content analysis in-field from 1977-2000. Second, we analyze the substantive issues and thematic domains that dominate this body of research. By integrating the set of studies in terms of themes, we are in a better position to describe current knowledge and practice, evaluate theoretical progress, identify gaps and weak points that remain, and plot a course for future research.
[ to cite ]:
Michael S. Mulvey and Barbara B. Stern (2004) ,"Content Analysis Research Themes 1977-2000: Evolution and Change", in NA - Advances in Consumer Research Volume 31, eds. Barbara E. Kahn and Mary Frances Luce, Valdosta, GA : Association for Consumer Research, Pages: 728-734.