ABSTRACT
This chapter is the first of three chapters that examine the use of documents as data alongside, or embedded with, other qualitative research strategies. First, the literature on triangulation – that is, using multiple methods to understand a phenomenon – is considered, with an emphasis on how to triangulate in research using documents as data. I also consider how triangulation fits with epistemological concerns and validity. As the case study research later in the chapter is advertising materials, freedom of thought (also known as autonomy) is discussed in relation to advertising and the choices we make. The main body of the chapter is a case study of a content analysis of advertising materials. The data was from infant formula funded parenting clubs in the UK. The research project aimed to assess compliance with a set of marketing standards that formula companies had agreed to follow. Details are provided for how to undertake content analysis of qualitative data. In doing so, I highlight the importance of developing and piloting a coding framework, although within the case study example, the coding framework that was used was based on the pre-existing code of conduct. A clear, stepby-step guide to undertaking the research is provided. This includes choosing segments of data, which are the unit of analysis, the process of indexing coding without using CAQDAS software and conclusion drawing. Additional data is provided to enable readers to attempt content analysis using the predefined coding framework.
