Content analysis is an important methodology in advertising research. A key issue in content analysis is the level of agreement across the judgments which classify the objects or stimuli of interest. A review of articles published in the Journal of Advertising indicates that many authors are not fully utilizing recommended measures of intercoder agreement and thus may not be adequately establishing the reliability of their research. This paper presents a SAS MACRO which facilitates the computation of frequently recommended indices of intercoder agreement in content analysis. In particular, the MACRO calculates measures which correct for chance agreement and allow for multiple coders.
All Science Journal Classification (ASJC) codes
- Business and International Management