Content analysis as a useful tool for conducting a descriptive research. A practical application example used for the research to measure brand image of Spain and the country of origin effect

In a context where production and access to data is growing rapidly, the modern researcher is presented with a major problem of knowing when to choose what may be useful and what is not. Likewise, the disclosure of the state of a particular situation and is in itself a complex research project that must be addressed with the use of techniques of analysis and interpretation correct. The saturation flood of data, has shown that what matters is not only have immediate access to them, if you know what to do with them, and properly digest and use as a practical way to solve specific problems. This situation has put researchers to rethink the traditional way of performing the processing of these data to truly serve basis to support their research with a scientific approach. The reality of the digital world has forced us to revisit this old but current social research technique described by some as quantitative and qualitative and others, seen as a technique to generate data or to analyze them. This article is intended as a guide to show the usefulness of the technique of content analysis and its application through a practical example, conducted as part of a doctoral dissertation in 2006, intended as part of its objectives, deepen the understanding and description of a particular phenomenon as it is the study of the brand image of Spain and the phenomenon of country of origin effect