How to Conduct a Deductive Content Analysis in Counseling Research

Abstract

Content analysis is a flexible methodology that allows researchers to examine trends in communication, such as journal articles, written narratives, personal journals, and videos, to name a few. In this article, we describe a deductive approach to content analysis methodology that follows an a priori design and allows for descriptive and inferential analysis of communication in counseling outcome research. We review four replicable steps designed to maximize validity and generalizability: unitizing data, sampling units, recording categories, and reducing units into interpretable categories. Within these four steps, we discuss identifying units for analysis, sampling strategies and sample sizes, constructing a coding team, developing codebooks and coding sheets, conducting pilot tests, tracking interrater reliability, reaching consensus, and writing up findings. We also present future applications for content analysis in counseling research, including diverse sources of data (e.g., case notes, counseling videos) and integration of inferential statistical testing into the method.