Automated vs Manual Content Analysis – A Retrospective Look

Content Analysis, which is a part of qualitative analysis, has mainly been studied in scientific articles from health and medicine domains. With the emerge of social networks, there are new opportunities for content analysis, which can be used to analyse user generated content, from various sources. Nevertheless, the companies are investing millions of dollars in content analysis, which is often known as sentiment analysis. The discussion in this article helps to understand the main concepts of content analysis for those interested in the domain of qualitative analysis, with the help of automated and manual qualitative research. The overall conclusion is that automated qualitative analysis is dependent on how accurate is the tool used and this feature can be checked with the help of manual qualitative analysis.JEL Codes - O33; O3