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Evaluating and tracking qualitative content coder performance using item response theory

Author

Listed:
  • Michael Hennessy

    (University of Delaware)

  • Amy Bleakley

    (University of Delaware)

  • Morgan E. Ellithorpe

    (University of Delaware)

Abstract

Content analysis of traditional and social media has a central role in investigating features of media content, measuring media exposure, and calculation of media effects. The reliability of content coding is usually evaluated using “kappa-centric” agreement measures, but these measures produce results that aggregate individual coder decisions which obscure the performance of individual coders. Using a data set of 105 advertisements for sports and energy drinks media content coded by five coders, we demonstrate that Item Response Theory can track coder performance over time and give coder-specific information on the consistency of decisions over qualitatively coded objects. We conclude that IRT should be added to content analysts’ tool kit of useful methodologies to track and evaluate content coders’ performance.

Suggested Citation

  • Michael Hennessy & Amy Bleakley & Morgan E. Ellithorpe, 2023. "Evaluating and tracking qualitative content coder performance using item response theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(2), pages 1231-1245, April.
    • Handle: RePEc:spr:qualqt:v:57:y:2023:i:2:d:10.1007_s11135-022-01397-7
    DOI: 10.1007/s11135-022-01397-7
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    References listed on IDEAS

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    1. Anton Oleinik & Irina Popova & Svetlana Kirdina & Tatyana Shatalova, 2014. "On the choice of measures of reliability and validity in the content-analysis of texts," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(5), pages 2703-2718, September.
    2. Singh, Jagdip, 2004. "Tackling measurement problems with Item Response Theory: Principles, characteristics, and assessment, with an illustrative example," Journal of Business Research, Elsevier, vol. 57(2), pages 184-208, February.
    3. Bleakley, Amy & Ellithorpe, Morgan E. & Hennessy, Michael & Jamieson, Patrick E. & Khurana, Atika & Weitz, Ilana, 2017. "Risky movies, risky behaviors, and ethnic identity among Black adolescents," Social Science & Medicine, Elsevier, vol. 195(C), pages 131-137.
    4. Sickar, Michael J. & Highhouse, Scott, 1998. "Looking Closer at the Effects of Framing on Risky Choice: An Item Response Theory Analysis," Organizational Behavior and Human Decision Processes, Elsevier, vol. 75(1), pages 75-91, July.
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