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The content of a causal map captures the meaning of specific concepts embedded in a

causal map, and provides rich insights into the meaning embedded in the map. For

example from Figure 4 we can see there are four concepts in the map. I could say that

object-oriented software development is constituted by four concepts: objects, methods,

object-oriented development and identifying objects. The definition of each of

these concepts would be discussed in detail along with the implications of the causal

connections. For example, the connection between object and method could be informed

by quotes from the interviews and compared against existing theory (if applicable). In

the discovery and evocative contexts, description of the content is of primary importance.

In hypothesis testing and intervention, the content analysis plays a lesser role,

because the analysis is strongly informed by existing theory.