A SAS MACRO for Calculating Intercoder Agreement in Content Analysis

Autor:	Namjun Kang, H. A. Laskey, F. B. Seaton, Ali Kara
Rok vydání:	1993
Předmět:	Marketing Chance agreement Advertising research Content analysis Computer science Communication media_common.quotation_subject Advertising Business and International Management Macro Reliability (statistics) Agreement media_common
Zdroj:	Journal of Advertising. 22:17-28
ISSN:	1557-7805 0091-3367
DOI:	10.1080/00913367.1993.10673400
Popis:	Content analysis is an important methodology in advertising research. A key issue in content analysis is the level of agreement across the judgments which classify the objects or stimuli of interest. A review of articles published in the Journal of Advertising indicates that many authors are not fully utilizing recommended measures of intercoder agreement and thus may not be adequately establishing the reliability of their research. This paper presents a SAS MACRO which facilitates the computation of frequently recommended indices of intercoder agreement in content analysis. In particular, the MACRO calculates measures which correct for chance agreement and allow for multiple coders.
Databáze:	OpenAIRE
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