There are two types of content analysis: inductive and deductive. The inductive approach is more exploratory, and it does not use a predetermined set of codes; instead, you develop the code categories during the research, as you observe things that you want to track. In contrast, a deductive approach begins with a codebook that was generated through prior theory or observations, so that you can systematically compare which sources have which kinds of content.

In addition, there is a third option which is a hybrid approach, where you begin with a deductive codebook, but expand your set of codes as you notice new things in the data.

Thank you, this was very helpful! David L Morgan

Was going to add a post, but David's said it all really.