COMM 420 Lecture Notes - Lecture 22: Analysis Of Variance, Dependent And Independent Variables, Construct Validity
Document Summary
Measurement and instrumentation: measurement: assigning numbers to concepts and constructs of interest in advertising and pr. Instrumentation: the construction of devices that measure advertising and pr concepts. Concepts vs. constructs: concepts: abstract idea generalized from particulars, retro bike + beard + varsity jacket= hiperterish (trendy?, a construct is a specific kind of concept. What makes constructs special: broadar concept, usually a group of lower-level concepts, cannot be observed directly, designed for a specific research purpose (aka operationalized, credibility: expertise , likeability, and trustworthiness. Variables: phenomena or events that are measured or manipulated in research, in order to gather information about a construct or concept, to measure credibility, one might ask subjects to rate statements about a corporation. I believe the ibm workforce is well trained: don"t agree 1 2 3 4 5 6 7 agree. Operationalizing variables: an operational definition is a specific statement about which phenomena are to be observed to measure a construct.
