February 26 Construct Validity (measurement)

February 26 Construct Validity (measurement) - February 26,...

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February 26, 2008 Construct Validity (measurement) Lecture Overview Conceptualization Operationalization Levels of Measurement Measurement Validity Measurement Reliability Conceptualization A conceptual (nominal) definition describes what a concept means A good conceptual definition is clear, exclusive, and exhaustive clear- uses terms that a lot of people understand exclusive- how is this construct different from another construct Example: source credibility is the perceived believability of an information source people are more likely to be persuaded by credible sources than by non-credible sources Operationalization An operational definition is an exact description of how to measure (observe) a concept A good operational definition should specify an indicator and an instrument/procedure for observing this indicator Example: source credibility is assessed by asking receivers to rate the perceived competence and trustworthiness of the information source
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This note was uploaded on 04/03/2008 for the course COMM 300 taught by Professor Yanovitsky during the Spring '08 term at Rutgers.

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February 26 Construct Validity (measurement) - February 26,...

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