COMM 3000 Chapter Notes - Chapter 4: Content Validity, Spring Break, Face Validity
Document Summary
Comm 3000 chapter 4- measuring outcomes / understanding measurement. Noir measurement: categorical = categories that we belong to, nominal = labels. No quantity, just name: ordinal = rank ordering or direction ordering. = intervals: continuous = equal distances between classes. A possibility for confusion: numerals = number characters used as descriptors/ labels. No value: examples, numbers = real mathematical numbers, progra(cid:373)s ofte(cid:374) tur(cid:374) (cid:272)ategories i(cid:374)to (cid:374)u(cid:373)(cid:271)ers. Nominal measurements (names: sex, nationality, major, tv channels, sexual orientation. Job title: class at school, sales rankings, economic status (working class, middle, upper, preferences for spring break locations. Interval measures (equal spacing: time of day, temperature in c or f, semantic differentials (often multiple for one object) Likert scales (sa, a, n, d, sd) (n, r, s, o, a: examples, examples, examples, standardized measures. Ratio measures (=, real zero: exact age, experience with a program, height/length/weight/mass, number of children, movies seen in last 6 months.
