Content analysis in negotiation research: A review and guide

Abstract

Content analysis, a technique in which inferences are derived from the communication of interacting parties, is not utilized enough in mainstream negotiation research. The purpose of the present article is to outline the benefits and limitations inherent in the content analysis technique, to provide a comprehensive review of content analysis systems that have been used in the past, and to evaluate the existing systems in an effort to guide readers in the decision process. This article aids the potential consumer - any person considering the use of content analysis in negotiation research - in making informed choices regarding this technique. Choice among existing systems should be based upon one's research question and upon accepted standards of quality. A system that is relatively comprehensive, well grounded in theory, and demonstrates acceptable levels of reliability is advocated. Specific recommendations regarding quality systems are provided.