"Quantitative content analysis has often been used to establish numbers, roles and other characteristics of the portrayal of women and men in the various media" L. Van Zoonen, p.127. Quantitative research consists of many methods that feminists use to gather research and analysis. One primary method is the use of surveys, which involves many procedures. "A questionnaire or interview is constructed to measure various aspects or components of the model or theory being tested" Jayaratne, p.143. Samples of informants are collected so that it represents the population. The questionnaire or interview is given to the informants in order to collect the data. Quantitative methods then usually convert the data taken from the informants to numbers for analysis. "It is this Œquantification¹ of responses which, in essence, characterizes traditional research" Jayaratne, p.143. If properly designed and implemented, surveys can be an efficient and accurate form of quantitative research method.

 

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