Welcome to CARMA’s Fifth Webcast

Dr. Rhonda Reger, University of North Texas

Content Analysis for Macro Research

January 22nd, 2021 / 12:00 – 1:30 pm ET (Reception to Follow)

PowerPoint Slides

Rhonda K. Reger (Rhonda.reger@unt.edu), Professor, G. Brint Ryan College of Business, University of North Texas, where she serves as the Management Department Doctoral Program Coordinator.  She is also an International Faculty Fellow with Oxford University’s Centre for Corporate Reputation, Said Business School.

Dr. Reger’s research focuses on socio-cognitive perspectives in strategy and entrepreneurship. These days, she primarily studies constituents’ social evaluations (e.g., disapproval, reputation) of firms on social media. Her methodological expertise is in content analysis. Her award-winning research on competitive dynamics, social approval assets, organizational identity, and content analysis has appeared in leading scholarly journals including the Academy of Management Journal, Academy of Management Review, Strategic Management Journal, Organization Science, Journal of Management, Journal of Management Studies, and Organizational Research Methods. In addition to teaching masters and undergraduate students, she has taught EMBA and doctoral students in the United States, China, Europe and Australia, and regularly leads CARMA (Consortium for the Advancement of Research Methods and Analysis) short courses on content analysis methods.

Dr. Reger previously held the M. Watkins Professorship of Management at the University of Missouri where she founded a new Entrepreneurship and Innovation Center; the Nestlé Professor of Business Administration at the University of Tennessee where she served as Director of Research for the Anderson Center for Entrepreneurship and Innovation, and Director of the Management Doctoral Program. Going way back, she also held faculty positions at the University of Maryland (including Department Co-Chair and Faculty Director of the MBA Program), Arizona State University and the University of Illinois-Chicago. She earned a PhD in Strategic Management from the University of Illinois, Urbana-Champaign.


The use of content analysis is burgeoning in macro management research. The term encompasses a variety of types of analysis: Content analysis is to words (and other unstructured data) as statistics is to numbers (also called structured data). It includes a variety of analytic approaches, ranging from purely qualitative analyses typically found in grounded theorizing and case-based research to highly quantitative analyses that convert words and other unstructured data into numerical tables for further quantitative analysis. Common examples of qualitative content analyses include grounded theorizing, narrative analysis, discourse analysis, rhetorical analysis, semiotic analysis, interpretative phenomenological analysis, and conversation analysis. Major types of quantitative content include dictionary-based approaches, topic modelling, and natural language processing. This CARMA webcast provides a brief tutorial on these methods and suggest key criteria to help researchers choose which type of content analytic methods may be useful to help them answer their research questions while leveraging the research team’s strengths.

Registration Instructions

  • Login to your CARMA account.
  • Once you login, in the middle, you will see an option to “Register for Live Events”.
  • Select the appropriate event and checkout.
  • You will receive an e-mail about the access information a few days before the event day.

Presenter’s Contributions to CARMA

CARMA Webcasts by Dr. Rhonda Reger

  • Design and Measurement with Quantitative and Qualitative Data (Dr. Rhonda Reger & Dr. Lisa Lambert)

Presenter’s Contributions to CARMA

CARMA Short Courses by Dr. Rhonda Reger

  • Advanced Qualitative Methods for Macro-Management Research
  • Qualitative Methods
  • Advanced Qualitative Methods

Upcoming CARMA Events

  • Feb. 5 – Sixth Webcast of the 2020-21 Academic Year (Dr. Gilad Chen, Multilevel Analysis)
  • Feb. 19 – Seventh Webcast of the 2020-21 Academic Year (Dr. David Mackinnon, Mediation)
  • Mar. 3 – Eight Webcast of the 2020-21 Academic Year (Dr. Michael Howard, Network Analysis)
  • Mar. 31 – Ninth Webcast of the 2020-21 Academic Year (Dr. Lisa Harlow, Multivariate Analysis with R)
  • Apr. 9 – Tenth Webcast of the 2020-21 Academic Year (Dr. Jason Colquitt, Content Validation)

Other CARMA Recordings on Similar Topics

  • Reflexivity in Research Methods: Boundary Theory and the Researcher Role Continuum – Dr. Glen Kreiner
  • Grounded Theory/Discourse Analysis – Dr. Gail Fairhurst
  • Rethinking the Qualitative Research Methods Section – Dr. Mike Pratt
  • Design and Measurement with Quantitative and Qualitative Data – Dr. Rhonda Reger & Dr. Lisa Lambert
  • Coding for Discovery – Dr. Karen Locke
  • Fuzzy Set Qualitative Comparative Analysis – Dr. Peer Fiss
  • Content Analysis – Dr. Mike Pfarrer
  • Research Methods Issues in Academic-Practitioner Collaborative Research – Dr. Jean Bartunek
  • Process Research – Dr. Ann Langley
  • Qualitative Rigor in Inductive Organizational Research – Dr. Kevin G Corley
  • Tips and Traps for Publishing Qualitative Research: An Editor’s Perspective – Dr. Tima Bansal
  • Crafting Qualitative Organizational Research – Dr. Ann Cunliff
  • Photographs and Organizational Research: Photo Elicitation as a Data Source – Dr. Anne Smith
  • More Tales of the Field: Ethnography Then and Now – Dr. John Van Maanen
  • Ethnostatistics – Dr. Richard Gephart
  • The Practice of Member Review in Qualitative Research: What Happens When They Read What We Write? – Dr. Karen Locke
  • Publishing Criteria for Qualitative Research – Dr. Michael Pratt