Elias is conducting a program evaluation of an organization. He conducts focus groups with members of the administration, staff, and clients. By asking the same questions to all groups, he then analyzes audio-recordings for key themes that emerge. This is an example of content analysis research.
The seven major elements that are considered for performing content analysis are: words, characters, themes, paragraphs, concepts, items, and semantics. It is very important to capture the relevant information needed for the content analysis so that there is enough data for the intended content analysis.
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