Figure 6.
The image outlines six steps of content analysis. Step 1 involves reading all transcriptions to gain an overall sense. Step 2 asks what the document is about and focuses on the underlying meaning. Step 3 clusters resources by topic with a table listing number, title, source, and topic, including the China Banana report, the Case company annual report, and the Chinese preference report on bananas. Step 4 shows coding with example data on taste, size, and season, followed by a table linking code, example quote, and description. Step 5 summarises the meaning unit, code, category, and theme. Step 6 presents discussion scenarios comparing findings with the literature and noting consistency or inconsistency.Illustration of hands-on guidance for content analysis
Source(s): Authors’ own work