A SAS MACRO for calculating intercoder agreement in content

Content analysis is an important methodology in advertising research. A key issue in content analysis is the level of agreement across the judgments that classify the objects or stimuli of interest. A review of articles published in the Journal of Advertising indicates that many authors are not fully utilizing recommended measures of intercoder agreement and thus may not be adequately establishing the reliability of their research. A SAS MACRO is presented that facilitates the computation of frequently recommended indices of intercoder agreement in content analysis. In particular, the MACRO calculates measures that correct for a chance agreement and allow for multiple coders.