CMN 102 Chapter Notes - Chapter 6: Semantic Differential, Face Validity, Bogardus Social Distance Scale
16 Oct 2016
School
Department
Course
Professor
Document Summary
Index: summarizes and rank-orders observations, putting it on a general dimension. **diff from index in that scales take intensity into account. ** for indexes, the # of indicators of variables is important. When selecting items for a composite index, consider the following: (criteria of item selection) Unidimensionality- the measure should only represent one dimension of the concept: ex. Examine empirical relationships: bivariate- relationship between 2 variables, multivariate- uses more than 2 variables. Bogardus social distance scale: determining willingness by varying degrees of closeness. Thurstone scales: statements of an issue where each one has number value depending on how favorable/unfavorable it"s judged. Mean score: uses judges to determine the intensities. Likert scaling: calculates avg index score for those who agree and then put on a scale. Strongly agree agree disagree strongly disagree . Semantic differential- enjoyable _ _ _ _ enjoyable: the characteristics are opposites of each other, but still put on a scale.
