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This article is intended to serve as a primer on methodological standards for gender scholars pursuing content analytic research. The scientific underpinnings of the method are explored, including the roles of theory, past research, population definition, objectivity/intersubjectivity, reliability, validity, generalizability, and replicability. Both human coding and computer coding are considered. The typical process of human-coded content analysis is reviewed, including the steps of unitizing, sampling, measurement, coder training, reliability assessment, and reportage of methods. Numerous applications to research on gender roles and related issues are reviewed. Practical checklists are offered for content analysis preparation and methodological execution.

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A survey of 208 US Midwestern Internet users reveals, first, that the nature of Internet dhopping (IS) is a function of consumers’ domain specific IS Innovativeness, not only in regard to product purchasing (as has been previously observed) but also to visiting sites for product information. Second, IS innovativeness is positively associated with the variety of product classes shopped online, and this association is stronger with popular than with unpopular product classes. Third, the impact of IS innovativeness is in addition to, and not simply a reflection of, the positive contribution to online shopping made by the prevalence of online shopping in one’s social setting. Fourth, when IS innovativeness is uncontrolled, apparent support is found for previous contentions that online shopping is greater among those with more extensive Internet experience. However, when IS innovativeness is considered, the predictive ability of Internet experience decreases, in some cases to nonsignificance.