CS235 Lecture Notes - Lecture 5: Nominal Level, Content Validity, Leading Question
Document Summary
Learning objectives: explain the concept measurement and operationalization, differentiate among the four levels of measurement, understand the steps to establish validity of survey research, distinguish good surveys. Keywords: survey formats, variables, measurement, operationalization, 4 levels of measurement. Chocolate milk analogy: metaphor for random sample spoon: sample to get a representative sample. National public radio conducted a survey with 1000+ adults: survey q: where does chocolate milk come from, this question lacks validity because chocolate milk comes from syrup and milk, not specific cow. It does(cid:374)"t appear to (cid:373)easure (cid:449)hat it (cid:374)eeds to (cid:373)easure. Survey: method of collecting information from certain individual/groups about their knowledge, beliefs, attitudes, etc, typically makes use of discovery/positivist paradigm claims, typically, aims to generate empirical, observable, and quantifiable data. Large # of issues: reliable, time efficient. Disadvantages: artificial/unnatural, not flexible/interactive, close-ended questions limit expression. Individually or group adminsited (focus roup: mail, online. Interviews: face to face interviews, focus group.
