Outer-Circle Countries Expanding-Circle Countries

developing coding scheme. It is a process of developing classification to classify the data so that more understandable information can be achieved Rose, Spinks and Canhoto, 2015. Furthermore, Neuendorf 2002: 14 mentions that “the goal of any quantitative content analysis is to produce counts of key categories, measurements of the amounts of other variables”. It is clear that quantitative content analysis emphasizes its focus on implementing measurement technique in order to provide clear results. Hence, the presentation of analysis results involves numerical explanation. By doing so, more accurate interpretation can be drawn. The result of this quantitative content analysis can be stated as the manifest content. Qualitative content analysis, on the other hand, retains the strengths of quantitative content analysis Mayring, 2014. Like quantitative content analysis, developing coding scheme also exists in this qualitative content analysis. However, according to Rose, Spinks and Canhoto 2015 there is no statistical analysis involved in this approach. The goal of qualitative content analysis according to Mayring 2014 is to provide rich and deep meaning of a text. This is considered as the latent content. In terms of presentation, the analysis result is usually displayed verbally. In addition, the use of both quantitative and qualitative techniques in content analysis has become more common. According to Drisko and Maschi 2016 the basic of content analysis involves both qualitative and quantitative techniques. The qualitative technique can be seen through a step called coding unstructured data. Meanwhile the quantitative technique can be seen through the use of descriptive statistics to analyze the coded data. As highlighted by Creswell 2011, in Drisko and Maschi, 2016 that: Mixed method research employs complete quantitative and qualitative research studies within a project to gain different perspectives on the study question. Content analysis may combine qualitative and quantitative techniques into a single study method. It is more of a hybrid or blended research methodology than a true form of mixed methods research combining separate qualitative and quantitative studies p. 13. Therefore, it is clear that these two techniques can be employed together within a content analysis research. The use of both techniques in a research can enrich the research findings. This explains the nature of qualitative and quantitative techniques in content analysis. c. Procedures of Conducting Content Analysis