For my research paper, I wish to analyse representation of sexual minorities in advertisements. The total number of ads that meet the criteria for my paper is 35. Out of 35, I want to find the percentage of ads with transgender representation, the percentage of ads with gay representation, and so on.
I have never done quantitative analysis for a research paper. Please suggest me a tool/method that can help me with this kind of data analysis.
It sounds like simple descriptive statistics (percentage values) are in order here.
Many people use Microsoft Excel for such simple analyses and data handling.
However, it is unusual to aim for a quantitative analysis with such a small sample of advertisements. I'd reconsider the inclusion criteria and overall study design.
Usually, a media content analysis beomes more relevant if you compare different types of advertisements. With a comparison group (e.g., from a different media type, different publication year, different country etc.) you could compute Chi-Square Tests. But that of course is an issue of study design and research questions.
It's also never wrong to look into papers using a similar methodology and learn from them. e.g. https://bit.ly/3xqBX0L
Good morning
A descriptive study by SSPS
Best regards
Ph.D. Ingrid del Valle García Carreño
Your enumerated size of 35 observations, should not be called the sample size. Since the population of relevant adverts are unknown, the results cannot be generalized. You may use descriptive statistics which will be based on n=35 observations.
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