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comparisons at various levels. Reliability control measures such as Cohen's Kappa
should be calculated and evaluated throughout the coding process. Cohen's Kappa at
or above 0.60 indicates satisfactory intercoder reliability.
The basic guidelines for analyzing text content also apply to multimedia con-
tent. Due to the special nature of multimedia data, the analysis can be much more
labor-intensive than for text data if a completely manual annotation procedure is
adopted. In order to address that challenge, a number of techniques have been
developed to assist the annotation of multimedia data. To date, the completely au-
tomated annotation techniques are highly error prone. Applications to facilitate
manual coding have shown promising results and may serve as a useful tool for
analyzing multimedia data.

DISCUSSION QUESTIONS

1. What is the goal of qualitative analysis?
2. What are the stages of qualitative analysis?
3. What is content analysis?

4. What are the major types of content?
5. What do you need to consider before starting content analysis?
6. What is the difference between a priori coding and emergent coding?
7. What is grounded theory?

8. How does grounded theory differ from the traditional empirical research
approach?
9. What are the four stages of grounded theory?

10. What is in vivo code?
11. What are the advantages and limitations of grounded theory?
12. What are the benefits of using theoretical frameworks when coding
qualitative data?
13. What is a nomenclature/code book?
14. What is the procedure for analyzing text information?
15. What are the key items to look for while coding?

16. What is the meaning of ‘validity’ in qualitative analysis?
17. What is the meaning of ‘reliability’ in qualitative analysis?
18. What are the three primary types of validity in qualitative analysis?