Measurements and Scales

Concept
A generalized idea about a class of objects, attributes, occurrences, or processes

Operational Definition
Specifies what the researcher must do to measure the concept under investigation

Media Skepticism conceptual definition

Media skepticism - the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those who completely discount and disbelieve the facts, values, and portrayal of reality in the media.

Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true?

Media Skepticism Operational Definition

1. The program was not very accurate in its portrayal of the problem. 2. Most of the story was staged for entertainment purposes. 3. The presentation was slanted and unfair.

Measurements and scales

How are variables measured? Measurements in research Associating numbers or symbols to empirical events with a rule

Scale A scale is a mechanism by which individuals (units) are distinguished on how they differ from each other on the variable of interest

Measurement
Measurement means assigning numbers or other symbols to characteristics of objects according to certain prespecified rules.
One-to-one correspondence between the numbers and the characteristics being measured.

Scaling
Scaling involves creating a continuum upon which measured objects are located. Consider an attitude scale from 1 to 100. Each respondent is assigned a number from 1 to 100, with 1 = Extremely Unfavorable, and 100 = Extremely Favorable. Measurement is the actual assignment of a number from 1 to 100 to each respondent. Scaling is the process of placing the respondents on a continuum with respect to their attitude toward department stores.

Properties of Scale

Unique classification Preserving order Equal intervals Natural zero

Types of Measurement scales

Nominal Ordinal Interval Ratio

Nominal Scale Properties

Uniquely classifies
Sachin Tendulkar 33 Kartik 8 OR

Male 1 Female 2

Ordinal Scale Properties

Uniquely classifies Preserves order

Rank order of performers (winners) in a race

Interval Scale Properties

Uniquely classifies Preserves order Equal intervals

Consumer Price Index (Base 100) Fahrenheit temperature Clock time

Ratio Scale Properties

Uniquely classifies Preserves order Equal intervals Natural zero

Weight, distance

Primary Scales of Measurement

Scale Figure 8.1 Nominal Numbers
Assigned to Runners
7 8 3

Ordinal

Rank Order of Winners

Third place Second place First place

Finish

Interval

Performance Rating on a 0 to 10 Scale

Time to Finish, in Seconds

8.2

9.1

9.6

Ratio

15.2

14.1

13.4

Criteria for good measurement

Validity

The ability of a scale to measure what was intended to be measured

Reliability

The degree to which measures are free from random error and therefore yield consistent results

Validity
Validity

FACE OR CONTENT

CRITERION VALIDITY

CONSTRUCT VALIDITY

CONCURRENT

PREDICTIVE

Reliability
RELIABILITY

STABILITY

INTERNAL CONSISTENCY

TEST RETEST

EQUIVALENT FORMS

SPLITTING HALVES