Our eventual interest might lie with the effects the content might have on receivers. However, we would need to link content analysis with another method such as survey research to ascertain such effects. Speeches, news reports, and television programs are often subjected to content analysis to learn about underlying attitudes, biases, or repeating themes. This would let us determine the actual nature of the nonpersonal communication process between superiors and subordinates. The type of topic could be affecting the communication process without the superiors being aware of this effect.
Content analysis can thus provide important information.
In communication research, content analysis is a multistage process. Let's consider another research problem here, for example, sex-role stereotyping on television. You can form one or two composite weeks by randomly selecting one or two Mondays, Tuesdays, Wednesdays, and so on from throughout the year. The basic assumption implicit in content analysis is that an investigation of messages and communication gives insights into the people who receive these messages. It is usually relatively easy to get material.