Sample size in content analysis of advertising:the case of Chilean consumer magazine

2012. International Journal of Advertising. Vol. 31, Nº 4, Pp 907 - 920

Enrique Manzur M, Rodrigo Uribe B

Abstract:

In the absence of studies addressing how to sample advertising in content analysis in a reliable manner, this paper aims to determine the most efficient way to select from a year’s worth of issues for conducting content analysis of advertising in terms of sample size and type. This article specifically examines the cases of three Chilean consumer magazines: Qué Pasa (a weekly news magazine), Cosas (a bimonthly celebrity/interview magazine), and Paula (a monthly women’s magazine). Results show that the most efficient sample size depends on the magazine type/frequency (ranging from 6 to 12) and that stratified random sampling is more efficient than the use of a simple random method.

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