Content analysis involves what? Responses Direct observation of multiple variables. Direct observation of multiple variables. Sampling opinions of large samples with relative ease by having them fill out questions about their thoughts and feelings. Sampling opinions of large samples with relative ease by having them fill out questions about their thoughts and feelings. Applying a systematic approach to record and value information gathered from secondary data. Applying a systematic approach to record and value information gathered from secondary data. Directly testing the relationship between the dependent and independent variables