Content analysis of the websites of corporations


Problem: You are doing a content analysis of the websites of corporations to see whether and how they connect themselves with social causes (such as cancer research, "green" energy, homes for the homeless, etc.). You obtain a random sample of web pages of corporations. Your coders then code whether each home page shows some display of the corporation's support for a social cause (yes or no). Your coders also rate each home page for an overall impression of "how strongly committed" to the cause the corporation seems to be (from 1 "not at all" to 7 "very much"). What is the "unit of analysis" you are using in this content analysis? Group of answer choices each corporate home page each social cause the sample of corporations commitment to a social cause

 

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