Professor Perlman was interested in comparing two textbooks to determine whether one used more ...

Professor Perlman was interested in comparing two textbooks to determine whether one used more sexist language than the other. Perlman counted the number of times a gender reference appeared in each book. Perlman was doing
 
  A) latent content coding.
 B)manifest content coding.
 C)quota sampling.
 D) qualitative research.

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Which of the following is NOT illustrative of unobtrusive observations?
 
  A) Examining the floor tiles at a museum to determine which exhibits are the most popular.
 B)Examining the number of beer cans in the university garbage collections to determine beer consumption patterns.
 C)Examining the wear on the tires of squad cars to determine the extent of police patrols.
 D) Interviews.

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In comparison to coding the manifest content of communication, coding the latent content
 
  A) has a disadvantage in terms of validity.
 B)has an advantage in terms of reliability.
 C)is better designed for tapping the underlying meaning of communications.
 D) has an advantage in terms of specificity.