COMM 308 Study Guide - Midterm Guide: Likert Scale, Level Of Measurement, Concurrent Validity

• School: Texas A&M University
• Department: Communication
• Course: COMM 308
• Professor: Kylene Wesner

Document Summary

Know how nominal, ordinal, interval and ratio measures differ: nominal: nothing more than labeling or classification. Muslim, hindu and 413, 508, 603, 775 are all sets of nominal measurements: ordinal: indicate some level of progression; in some sense one category has more of something than another. Ex: freshman, sophomore, junior, senior or first, second, third, fourth place or bs, ms, phd or private, corporal, sergeant. More we just know, for example, a sophomore has been in school longer than a freshman: interval: the assumption of equal intervals between points on a scale. Two classic interval scales in communication research are the likert scale and semantic differential scale. It is more common in quantitative research: ratio: contain a true zero that captures the absence of the attribute. Ex: zero speed on a speedometer, zero heartbeat or brain activity, and an absolute zero temperature. Identify a measure as nominal, ordinal, interval or ratio.