In the typical demonstration of dual coding, a list consisting of an equal number of pictures and words is presented to study participants. On encountering an item in the list, the study participant is asked to read the word or name the picture. Later, when the items are recalled, twice as many pictures than words
The term “coding” has different meanings in empirical research. Generally speaking, coding becomes relevant whenever data at hand are unstructured, and coding then provides a structure for a systematic analysis of these data. In quantitative research using standardized instruments, coding is the process of tagging data about a given unit of analysis, in order to
In organizational surveys, also often referred to as employee attitude surveys, data are gathered in two general forms, quantitative and qualitative. Quantitative approaches typically involve a statement (e.g., “Processes and procedures allow me to effectively meet my customers’ needs”) followed by a scale of response options (e.g., “strongly agree…strongly disagree”). This can be called a