The Role of Quantification in Enhancing Objectivity in the Content Analysis Methodology

This article addresses a fundamental issue concerning attempts to introduce quantification into the content analysis method, which is traditionally classified as a qualitative approach. It stems from the fact that such methods frequently face criticism for being influenced by researcher subjectivity and for their weak level of standardization, which undermines their objectivity compared to quantitative methods. In response to these concerns, researchers have sought to enhance objectivity and reliability by applying quantitative procedures at various stages of the content analysis process. The article will discuss in detail how quantification is employed—from sample selection, through the formulation of analysis categories and coding procedures, to the measurement of reliability and data classification. To provide comprehensive coverage of the topic, this discussion will be preceded by an overview of the concept of content analysis, its objectives, main steps, and types. The article concludes by evaluating the extent to which these quantification attempts have succeeded in compensating for the qualitative shortcomings and in determining whether they can truly enhance the scientific value and credibility of the results derived from content analysis.