Explain what a content analysis is and why it would be used in an ...

[jilianpiloj]

Explain what a content analysis is and why it would be used in an international setting.

Question 2

Brevity is important when creating videos because:
 A) most videos on sharing sites are short.
  B) longer videos take longer to load.
  C) people have short attention spans.
  D) shorter videos are more popular.
  E) research shows that 76 of viral videos are under two minutes.

[qytan]

Answer to Question 1

Content analysis is an example of descriptive research. It is a quantitative analysis which entails counting the number of times preselected words, themes, symbols,or pictures appear in a given medium such as printed material or any medium with verbal and/or visual content. Content analysis is particularly useful in international marketing research, helping international marketing practitioners understand the complex multicultural environments in which they compete. Content analysis also makes the researchers aware of the subtle qualitative differences such as taste, tradition, and symbolism among societies which are especially useful in market segmentation. This may be found in the Determining Research Approaches section (6-4d).

Answer to Question 2

C