Research Note: Sample size in content analysis of advertising: the case of Chilean consumer magazines
Rodrigo Uribe and Enrique Manzur
Universidad de Chile
Introduction
In the field of marketing communication studies, one of the key areas of research is message content analysis. A recurrent problem among scholars is determining the best way to sample advertisements and the exact numbers of units required to make precise inferences about the content of these pieces of communication. In practice, this has resulted in a wide variety of samples sizes and strategies across studies (Stempel 1952; Riffe et al. 1998; Neuendorf...