content analysis is object in the sense that the method permits multiple researchers to examine the same content and come to identical conclusions. this is possible because the method is systematic. that is ,it specifies an unambiguous set of rules or procedures for coding the message content .theoretically , any coder who understands the rules or procedures will arrive at the same coding of the message content as any other coder. the data that result from content analysis are quantitative.that is, certain aspects of the content analysis is important because it permite the researcher to conduct various statistical tests on the results of the coding .