Content Analysis

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Unit 2
Content Analysis Assignment
Submitted by:
Michael L. Albiston
LSTD-5083-200 – Qualitative Research Methods
College of Liberal Studies: University of Oklahoma

To

Dr. Steven Gullberg
February 24, 2013

Abstract
We are losing thousands of the nation’s brightest citizens to the adverse effect of college binge drinking. These loses are not only due to death, but also to failing in school, unplanned pregnancy, injuries and arrests. The majority of these students participating in this often fatal interaction with alcohol are between the ages of 18 and 24 and primarily first year students, and/or some of the best intercollegiate athletic in the country. The reasons for this deadly participation have been studied from many angles in a search of an intervention to stop the unnecessary waste of human lives. This paper will look at the correlation between the different factors involved, leading to the use and abuse of alcohol and provide a content analysis in the form of coding research. In addition this paper will describe the study process and the statistical support of the hypothesis, that students attending universities that allow the sale of and active use of alcoholic products on campus have higher incidences of alcohol related injuries and deaths, driving under the influence (DUI) arrests and inappropriate/ unprotected sexual interactions of out and out class failure. It is also hypothesized that the advertising, availability and pricing of the alcoholic beverage on or near campus directly correlates with the for-mentioned ramifications.

Hypothesis
Statistic support that a large percent of male college students between the ages of 18 and 24 involved in the excessive use and abuse of alcohol are first year college students, and/or affiliated with intercollegiate athletic organization or fraternities/sororities. It is hypothesized that students attending universities that allow the sale of and active use of alcoholic products on campus have higher incidences of alcohol related injuries and deaths, driving under the influence (DUI) arrests and inappropriate/ unprotected sexual interactions. In addition, it is the belief of the researcher that there is also a correlation between alcohol advertising on college campuses and the pricing of the alcoholic beverage and binge/heavy episodic drinking.

Method of Research
The method of research collection used for this projects in-depth content analysis, is data coding. Eight of the ten pieces of literature used for this project was randomly selected using designated parameters from the hypotheses key words in a SmartGroup search from over 512 books and articles stored in the researchers EndNote library. The researcher identified 17 key words and/or phrases found in the literature for the data coding process. A letter representation was assigned to said words and phrases and used during the review process. The research identify the frequency of each coding word from the 10 pertinent article reviewed supporting the pros and cons of the hypothesis. The following pages include the data coding sheets used to conduct the research, in addition to an analysis of the data and conclusive summary describing whether or not the data significantly disproved the null and supported the hypothesis.

Master Code Sheet
Search Word/Phrase| ID| Frequency Found|
1) College Drinking (ages 18-24)| CD| 795| 17%|
2) Freshman/Athlete Students | FA| 320| 7%|
3) Female | F| 185| 4%|
4) Male | M| 360| 7%|
5) Social /Culture Norms| SC| 315| 7%|
6) Risk Factor| RF| 274| 6%|
7) Failing/Kicked Out Classes | FC| 105| 2%|
8) Fraternity/Sorority (Greek-affiliation)| G| 157| 3%| 9) Binge Drinking| BD| 672| 14%|
10) Underage Drinking| U| 188| 4%|
11) Prevention| P| 391| 8%|
12) Alcohol Free Campus| AFC| 152| 3%|
13) Price/Advertising| PA| 160| 3%|
14) Death...
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