Content analysis: brief ntroduction Have a hypothesis Choose a sample or samples Establish a set of key word or phrase that best represent your hypothesis Choose a unit of analysis from the content of your samples Count the frequency of the references to relevant word or phrase, per chosen unit of content Express the results as an overall distribution of the complete universe or chosen contentContent analysis: brief introduction Have a hypothesis; Choose a sample or samples; Establish a set of key word or phrase that best represent your hypothesis; Choose a unit of analysis from the content of your samples; Count the frequency of the references to relevant word or phrase, per chosen unit of content Express the results as an overall distribution of the complete universe or chosen content