P R 301 Chapter Notes - Chapter 18: Content Validity, Face Validity, Level Of Measurement

• School: Iowa State University
• Department: Public Relations
• Course: P R 301
• Professor: A. King

Document Summary

Recording a respondents answers at one time and then doing it a second time and comparing answers. Researchers randomly divide questions on the same topic into two groups. If there the two groups have major differences there is a problem with reliability. Validity the scale measures what it is supposed to measure. You want consistent types of answers from all respondents. Content validity judgement of validity by researchers who are experts in research methods. Face validity determining the value of a question in the sense of how well does it measure what it is supposed to be measuring. Construct validity used to illustrate that a measurement is similar to other variable of a theory. Can lead to inconsistency and unuseful data. After survey there is thorough analysis of data to draw conclusion. Taking categories and giving them numbers and putting them in no particular order.