The comparison in Chapter 2 between conventional quantitative content analysis and ethnographic content analysis noted several important differences. Several of these will be discussed in more detail subsequently, particularly description and emergence. Figure 1.1 in Chapter 1 illustrated 12 steps in document analysis that essentially encompasses several parts: finding and gaining access to the documents, collecting data from them, organizing the data, and analyzing the data. Figure 3.1 illustrates the 12 steps as a process involving five stages: (1) documents, (2) protocol development and data collection, (3) data coding and organization, (4) data analysis, and (5) report. Icons are used in this figure and several others to reflect different document sources, ranging from TV, video, film materials, books ...
Process of Qualitative Document Analysis