ABSTRACT
This chapter defines our understanding of content analysis, its relation to communication, and the content analysis approaches covered in this book. We will also give you a brief overview of the types of qualitative content analysis – which we believe can be divided into inductive and deductive – as well as an overview of quantitative content analysis. And you will learn about two rules used in qualitative and quantitative social research – the inclusion rule and the exclusion rule – which will help you to position your research.
