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To Do, Week of 10.8

To Do, Week of 10.8. Pick up Chapter 3 Assessment, up front Turn in chpt. 4 quiz up front Objectives for chapter 4, up front Sign POR reading list Dr. Schultze this week – Extra Credit option – go even if you don’t need/want the Extra Credit!!

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To Do, Week of 10.8

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  1. To Do, Week of 10.8 • Pick up Chapter 3 Assessment, up front • Turn in chpt. 4 quiz up front • Objectives for chapter 4, up front • Sign POR reading list • Dr. Schultze this week – Extra Credit option – go even if you don’t need/want the Extra Credit!! • Group topics due today – via email, before 5 pm (one email per group. Send as an attachment (i.e., don’t place it in body of email) • In-class: wrap-up chapter 3; discuss Chpt. 4 – Measurement, reliability and validity

  2. To Do, 10.10 • Chapter 4 quiz returned • Objectives for chapter 4 – review the compass • Dr. Schultze this week – Extra Credit option – go even if you don’t need/want the Extra Credit!! • Group topics due returned today – I’ll say a few words about them in class – good start! • In-class: Chpt. 4 – Measurement, reliability and validity

  3. Research Question Hypotheses Narrow focus Identify topic STEP 1: CONCEPTUALIZATION Define Key Concepts Review of Literature STEP 2: PLANNING & DESIGNING Measurement Techniques Operationalizaton STEP 3: SELECTING A METHODOLOGY STEP 4: ANALYZE & INTERPRET DATA Which Method? STEP 5: RECONCEPTUALIZATION Report / Write A WORKING MODEL OF COMMUNICATION RESEARCH

  4. “Big Ideas” – Chapter 4 As a result of your readings and our class discussion this weekyou should be able to: • Define the 4 levels of measurement (nominal, ordinal, interval, ratio). • Distinguish among the 4 levels of measurement. • Locate where levels of measurement are discussed in research articles. • Define reliability in research and explain the ways it is established. • Define validity in research and explain the ways it is established. • Locate where reliability and validity are discussed in research articles.

  5. Definitional Progression Conceptualization Process Nominal (Conceptual) Definition Operational Definition Measurements in the Real World Nominal Ordinal Interval Ratio

  6. Measurement “Operationalize”= Observable attributes of the concepts? Existence, characteristics, size, quantity of variable through systematic recording and organization of observations Variables chosen &conceptuallydefined Research Q. Hypothesis • Foundation to research--variables • Good operational definitions help you measure • Determines what statistics you use 1ST- Women are more likely to be “politically liberal” than men...2ND - defined “politically liberal”3RD- What information do I need & must therefore make certain I will be collecting? How will I ask questions? Questionnaires? Interviews? Observations?

  7. Our sample . . .

  8. SCALING Measurement scales More Information More Statistical Power NOMINAL ORDINAL INTERVAL RATIO Categorical / Discrete Continuous Expressed numerically to indicate matters of degree Attributes or levels of variables

  9. Measurement Choices • Range of Variation • Income? Negative political advertising? • Variation between the extremes (Age? Dem/Repub?) • Three “big” questions • Exhaustive (e.g., Political Affiliation) • Exclusive (nobody can be both at the same time) • Blackboard group discussion participation • 1) Blackboard participant 2) Blackboard non-participant • Level of Measurement • Nominal, Ordinal, Interval, Ratio

  10. SCALING Measurement scales NOMINAL (Categorical Response Scales) • NUMBERS ASSIGNED AND USED AS WAYS TO LABEL OR NAMECATEGORIES OF PHENOMENA • SIMPLE GROUPINGS OF VARIABLES • THERE ARE DIFFERENCES E.G., GENDER, FOOTBALL POSITIONS, YES/NO

  11. EXAMPLES OF QUANTITATIVE RATING SCALES NOMINAL DATA SCALE 1. What is your marital status? married single, never married divorced widow/widower single parent separated 2. What is your gender? female male 3. Do you have a lap top computer? yes no

  12. SCALING Measurement scales ORDINAL (Continuous Response Scales) • NOMINAL MEASURE • ASSIGNMENT OF NUMBERS OR SYMBOLS TO IDENTIFY ORDERED RELATIONS OF PHENOMENA • MEASURES WHETHER ITEMS ARE “GREATER THAN” OR “LESS THAN” • DIFFERENCES, SOME GIVEN PRIORITY • UNSPECIFIED INTERVALS – not how much diff.

  13. EXAMPLES OF QUANTITATIVE RATING SCALES ORDINAL DATA SCALE 1. My preschool child watches television: very much a little not very much not at all 2. Rank order below the importance to you of the following media for keeping up with national news (radio, newspapers, television, magazines, Internet): 1 ____________ 2 ____________ 3 ____________ 4 ____________ 5 ____________

  14. SCALING Measurement scales INTERVAL / RATIO (Numerical Scales) NOMINAL AND ORDINAL MEASURE DISTANCE BETWEEN MEASURED ITEMS ARE IDENTIFIED BY EQUAL INTERVALS OR UNITS ARBITRARY ZERO POINT or ABSOLUTE = RATIO E.G., TEMPERATURE, INCOME

  15. EXAMPLES OF QUANTITATIVE RATING SCALES INTERVAL / RATIO DATA LIKERT SCALE ___1. I dislike participating in group discussions.(5) Strongly Agree, (4) Agree, (3) Undecided, (2) Disagree, (1) Strongly Disagree ___2. Generally, I am enjoy watching Monday Night Football with groups of my friends. (5) Strongly Agree, (4) Agree, (3) Undecided, (2) Disagree, (1) Strongly Disagree Agree Somewhat/Disagree Somewhat

  16. EXAMPLES OF QUANTITATIVE RATING SCALES INTERVAL SEMANTIC DIFFERENTIAL SCALE President George Bush reliable __:__:__:__:__:__:__ unreliable uninformed __:__:__:__:__:__:__ informed unqualified __:__:__:__:__:__:__ qualified intelligent __:__:__:__:__:__:__ unintelligent Valuable __:__:__:__:__:__:__ Worthless Inexpert __:__:__:__:__:__:__ Expert 1 2 3 4 5 6 7

  17. Interval ? • During a normal (average) week, how many times do you talk to your best friend on the phone? • ___0 – 3 • ___4 – 8 • ___8 – 11 • ___more than 11 __0 __1 __2 __3 7 __4 __5 __6 __7 __8 __9 __10 __11 __12 __13 __14 __15 __16 . . .

  18. To Do, 10.15 • Turn in chapter quizzes: 5 & 15 • POR sign-in sheet • Handouts up front (big ideas and more) • In-class, wrap-up measurement, reliability/validity, transition to chpt. 5 • Pull out PSC article • Final approval of topic due soon – check syllabus • Review checklist for 10.15 – if you did, then not much else for me to say  • Assessment quiz on Wed, for chapters 4 & 5 (10 questions)

  19. The Main Ideas…

  20. Operational Definitions DV • Q. What difference in motivation for attendance is there between infrequent, occasional, & frequent church-goers? IV • Motivation for attendance = 70 item measure of motivation for attendance • Types of church-goers = scores on a checklist indicating the frequency of church-going? • How often do you attend church / synagogue/ mosque or church/synagogue/mosque-related activities? >1 per week 1 per week 1 per month Holidays Never >52 52 12 2 0

  21. Measure Examples • Passion of the Christ http://www.edcomresearch.com/passion.html • Psychological sense of Community:http://campus.arbor.edu/surveys/cccusurvey.htm. • Ideal Professor: http://campus.arbor.edu/surveys/idealprofessor.htm • Left Behind: http://campus.arbor.edu/surveys/com_survey3.htm • Faculty Blackboard Surveyhttp://www.edcomresearch.com/blackboard.html

  22. Validity and Reliability ReliabilityIs my measurement consistent and stable? Similar outcomes when applied at different times to different populations. Does it produce similar results? E.g., camera is reliable if it works equally well every time you use it E.g., ruler is reliable if it measures the same height every time you use it E.g., communication apprehension instrument

  23. Validity and Reliability ValidityAm I indeed measuring the concept I’m intending to measure? E.g., How much do you like each of your friends? • Counting how much time you spend with each person... • How much money you spend on gifts for each person... Which is most valid? • How much you self-disclose... • Asking you to rate how much you like each person... The measure that yields the most accurate results? E.g., PSC – Psychological Sense of Community Rovai’s E.g., Do you listen to CCM Radio for “community”? • Asking you in an interview why you listen... • Filling out uses and gratifications scales...

  24. Validity and Reliability Reliability and Validity are interrelated a measurement can be reliable but not necessarily valid E.g., measurement scale that overestimates weight by 10 pounds consistently; OR, ruler... BUT...The opposite is not true.... If a measurement is valid, it must, by definition, be reliable--an accurate scale measuring weight must be consistent in its measurements

  25. TO DO, 10.17 • Pick up library assignments from last class • Chapter 4 assessment quiz • In-class: discuss parts of the article, begin discussion of organizational patterns, justification of research • Read Dr. Patton’s article for next week. I am adding it to the POR reading. It will be posted in Blackboard. • Mid-term review sheet next week • Review abstract forms on my website

  26. Validity and Reliability Error: Random vs.Measurement - True score? Reliability coefficient? Establishing Reliability Multiple-administration Single administration Interobserver Reliability Pilot Test V CCM Rovai’s Test-retest =measurement procedure to same group at different times Alternative procedure =different, equivalent measure for second administration Intercoder Reliability = amount of agreement between the observations of independent coders Conceptual level Establishing Validity Use existing measures! Construct Validity Criterion Validity EXISTING MEASURES(see p. 210, Reinard) 1. Communication Research Measures (Rubin, Palmgreen & Sypher)2. A Handbook for the study...3. Measurement of Communication Behavior (Emmert & Barker, 1989) Content Validity Is the measure consistent with the theories upon which it is based? How does it relate to another technique or outcome already known to be valid? Does it reflect the content of the concept being investigated? Face Validity Rovai’s Concurrent / Trust / Group Panel Approach Predictive

  27. Validity and Reliability What threatens (INTERNAL) validity? Threats due to researchers --Personal attribute effect Q. Credibility of G.W. Bush? -- Credibility Scale THEN, Show speech & USE Same Credibility Scale Q. The effects of 2 different ways of communicating with employees? -- depression/prosperity Q. How dating couples resolve conflict? -- different rooms? Unintentional expectancy Threats due to how it is conducted --Procedure/Treatment Validity Q. Student perceptions of quality of campus life? -- student affairs vs. students Environment (internal) Sensitization (pre-post) History (external) (longitudinal) Data Analysis Threats due to research subjects -- Subject Validity Hawthorne Effect Selection Mortality Intersubject bias Maturation Statistical Regression

  28. THE END

  29. CCM SURVEY “I listen to CCM Radio because it makes me feel like I’m part of the larger Christian community.” (FEL 1) 1.0 5 4 3 2 1 Strongly Agree Agree somewhat Neutral Disagree Somewhat Disagree Strongly “...because it makes me feel like I’m participating in worship with other Christians.” (FEL 2) .92 5 4 3 2 1 Strongly Agree Agree somewhat Neutral Disagree Somewhat Disagree Strongly “...because it provides a sense of fellowship with other Christians.” (FEL 3) .94 5 4 3 2 1 Strongly Agree Agree somewhat Neutral Disagree Somewhat Disagree Strongly

  30. Rubin (1981, 1982, 1983) Relaxation Companionship Habit Pass time Entertainment Social Interaction Information Arousal Escape

  31. Press Coverage of Political Candidates Intercoder/Interrater Reliability Q. Is there “liberal bias“ in the press' coverage as it relates to photos of the candidates involved in the 2006 Gubernatorial Election? Design: The photos were evaluated along 5 measures. Each received a positive/negative/neutral rating along each of the following criteria: Viewer/Coder #1 Viewer/Coder #2

  32. Pre

  33. HISTORY 100

  34. See Reinard, p. 215 G.W. Bush

  35. IAS – Operationalizing Attraction McCroskey & McCain, 1974

  36. TV Violence? • ___slapping in the face with hand or object • ___hitting any part of the body • ___use of physical object to hit another • ___use of gun or knife to threaten or harm another • ___ • ___

  37. Income & Political Ads What was your total family gross income last year ___Under $20,000 ___$20-$40,000 ___$41-$60,000 ___$61,000 & above Do you think candidates should use negative political ads? ___Favor it very much___Oppose it very much Favor it very much Favor it a little Uncertain Oppose it a little Oppose it very much

  38. NOTE THE DISTINCTION • During a normal (average) week, how many hours do you spend talking with your best friend on the phone? • ___less than 4 • ___4 – 7 • ___8 – 10 • ___more than 10 • ___0 – 3:59 • ___4 – 7:59 • ___8 – 10 • ___more than 10 (10:01 or more)

  39. What kind of measurement am I? • How much time did you spend watching TV yesterday? ________ • How much time did you spend watching TV yesterday? 0-1 hours 1-2 3-4 5-6 7-8

  40. NOTE THE DISTINCTION • During a normal (average) week, how many hours do you spend talking with your best friend on the phone? • ___0 - 1 • ___1 - 2 • ___2 - 3 • ___3 or more • ___0:00 – 1:00 • ___1:01 – 2:00 • ___2:01 – 3:00 • ___3 or more (3:01 or more)

  41. NOTE THE DISTINCTION • During a normal (average) week, how many hours do you spend talking with your best friend on the phone? • ___0 - 1 • ___1 - 2 • ___2 - 3 • ___3 or more • ___0:00 – :59 • ___1:00 – 1:59 • ___2:00 – 2:59 • ___3 or more (3:00 and higher)

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