Content Coding

Joe Colihan

In organizational surveys, also often referred to as employee attitude surveys, data are gathered in two general forms, quantitative and qualitative. Quantitative approaches typically involve a statement (e.g., “Processes and procedures allow me to effectively meet my customers' needs”) followed by a scale of response options (e.g., “strongly agree…strongly disagree”). This can be called a quantitative approach to measuring attitudes because the resulting data will be in the form of numbers. By contrast, a qualitative approach allows freeform text to be entered by the person taking the survey. These are often referred to as open-ended questions or write-in questions, a term born in the days when surveys were typically conducted using paper and pencil and employees were given an opportunity to provide comments in their own handwriting. Today, many, if not most, surveys are administered using a computer, and comments are actually typed in. The following are some typical examples ...

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