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Lecture 4

PR 662 Lecture Notes - Lecture 4: Pattern Matching, Internal Validity, Operational Definition

Public Relations
Course Code
PR 662
Dr. Lee

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Lecture 4
If you have multiple theories, weigh which theories will agree with or disagree with
Narrow the theories down to two and pick the best one
Construct validity defines how well a test or experiment measures up to its claims.
It refers to whether the operational definition of a variable actually reflect the true
theoretical meaning of a concept.
It is related to the concepts we are measuring and how well our experiments measure up to
our claim of our concept.
Internal validity is a way to measure if research is sound (was the research done right?).
It deals with causal links, we are hoping there is a causal relationship between a and b.
How do we know if there is a relationship between the two?
How can we assure our findings? by the strength of our research method between the two.
We can do pattern matching (if the same thing is happening with this group and this group)
Reliability implies consistency: if you take the same test five times, you should get roughly the
same results every time. A test is valid if it measures what it’s supposed to. Reliability is a
measure of the stability or consistency of test scores.
It should give you the same results each time
To make sure you get the same results, for a case study you should use case study protocol
What is case study protocol?
The general guidelines of how to do this is the same but different in certain contexts involving
different situations or institutions
You should be very transparent about how you study case. When people are looking at your
case, they should be very clear about how you got a certain conclusion and how it was
Go over case vs. context and the multiple/ single case methods used in each/how they apply
Ethnography is immersing yourself in their own habitats
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