A SAS MACRO FOR CALCULATING INTERCODER AGREEMENT IN CONTENT-ANALYSIS

Content analysis is an important methodology in advertising research. A key issue in content analysis is the level of agreement across the j udgments which classify the objects or stimuli of interest. A review o f articles published in the Journal of Advertising indicates that many authors are not fully utilizing recommended measures of intercoder ag reement and thus may not be adequately establishing the reliability of their research. This paper presents a SAS MACRO which facilitates the computation of frequently recommended indices of intercoder agreement in content analysis. In particular, the MACRO calculates measures whi ch correct for chance agreement and allow for multiple coders.