Análise de Conteúdo

George Bedinelli Rossi; Francisco Antonio Serralvo; Belmiro Nascimento Joao

doi:10.5585/remark.v13i4.2701

Authors

George Bedinelli Rossi Universidade de São Paulo - EACH/USP, São Paulo
Francisco Antonio Serralvo PUC-SP
Belmiro Nascimento Joao PUC-SP

DOI:

https://doi.org/10.5585/remark.v13i4.2701

Keywords:

Analysis of content. Latent content. Manifesto content.

Abstract

This study introduces the various definitions and types of content analysis. This type of analysis historically presents itself as a quantitative approach to data analysis and currently shows up as a qualitative approach. The most common types are the conceptual and relational analysis. The latter receives influences of linguistic, cognitive and mental models and it is subdivided in affective extraction, analysis of proximity and cognitive mapping. Regarding the importance of this type of analysis, we have quantitative and qualitative character and the latter approach can be used to identify hypotheses, theoretical constructs or even models that can be tested by multivariate statistical techniques or even by experiments.

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Author Biography

George Bedinelli Rossi, Universidade de São Paulo - EACH/USP, São Paulo

Graduação em Engenharia Elétrica Modalidade Eletrônica pela Faculdade de Engenharia de São Paulo (1982), mestrado em Administração de Empresas (Sp) pela Fundação Getúlio Vargas - SP (1996) e doutorado em Administração de Empresas (Sp) pela Fundação Getúlio Vargas - SP (1999). Atualmente é professor da Universidade de São Paulo - Campus Gov. Mario Covas, Universidade de São Caetano do Sul - USCS e da Escola Superior de Propaganda e Marketing - ESPM.