STC 262 Lecture Notes - Fall 2018 Lecture 2 - Likert scale, Communication apprehension, Data analysis
20 Sep 2018
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Variable: something that can take on more than one value. Data analysis for groups becomes complicated and takes statistical expertise. Categories must be mutually exclusive, equivalent, and exhaustive. The categories or attributes are ordered but not equal distances between. Each attribute is ordered and equal distance from one another. Each attribute is ordered and equal distance from one to another. How a concept or construct is defined. Ex: communication apprehension (ca) is defined as the fear or anxiety associated with real or anticipated communication. Multidimensional concept: consists of two or more dimensions. Each dimension describes a type or aspect of the concept. How a construct or concept is measured. Ex: personal report of communication apprehension (prca) Consists of 24 items (statements) measured with a likert scale. Each dimension is measured with 6 items. The measurement must be tied to reality. Conceptual fit: how closely aligned and consistent conceptual and operational definitions are.
