Content analysis : an unobtrusive approach

There are many methods available in the social sciences by which research can be conducted. Content analysis is one that offers the researcher the opportunity to study their subjects unobtrusively. Content analysis does not require the presence of individuals who may not be prepared to participate. What is required are appropriate documented records of events and discourses that allow analysis. Utilisation of these records can provide both historical perspectives and insights into developmental processes on a longitudinal basis. Two computer based text analysis programs were used to identify trends in management discourse over a period of 43 years from 1945 to 1987. One program allowed for the development of free form categories and the other had preset value categories. The analysis identified trends in management discourse and management values that indicate Australian management values were authority-based and instrumental. Concern for people did not rate highly with Australian managers. Content Analysis provided the opportunity to examine a cross section of values espoused by Australian managers.