(Question 1) Qualitative Content Analysis

Suppose a research firm conducts a qualitative content analysis of electronic word-of-mouth about a national hotel chain, such as Holiday Inn or Super 8. The research firm analyzes customer comments about the hotel chain on the website TripAdvisor.com. The main purpose of the study is to understand how customers perceive their hotel stays during the COVID-19 pandemic. In particular, a key point of interest of the study surrounds how customers perceive hotel safety and cleanliness.

(a) Provide an example of something that could violate intra-judge reliability (The degree of consistency between an individual coding the same data at different points in time) in this study.

(b) Provide an example of something that could violate inter-judge reliability (The degree of consistency between coders processing the same qualitative data) in this study.