08+Measurment

08 Measurment - MEASUREMENT Ron Sandwina Ph.D Communication Studies Department IUPUI Defined q q A process that includes everything the researcher

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MEASUREMENT Ron Sandwina, Ph.D. Communication Studies Department IUPUI
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Defined…. q “A process that includes everything the researcher does to arrive at… numerical estimates (Keyton, 2001, p.101). q The process of assigning numbers to observations according to specified rules” (Stacks, Hocking, & McDermott, 2003, p. 125).
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Levels or scales of measurement; also  known as the Stevens system (Stevens,  1946, 1958). n Nominal n Ordinal n Interval n Ratio
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Nominal n Nominal measurement involves classifying a variable into qualitatively different categories. n For example: sex, race, communication media. n There must be at least two categories and these categories must be mutually exclusive and exhaustive.
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Ordinal n Ordinal measurement goes beyond classification, ranking variables along some continuum. n For example: a rank order of preferred media in the workplace, or preference for sources of information. n Ordinal measurement does not inform us about the magnitude or size of difference between one category and another.
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Interval n Interval measurement goes beyond ranking a variable, providing a standard, equal distance between scores or points on a continuum. n
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This note was uploaded on 10/22/2011 for the course COMM G310 taught by Professor Sandwina during the Spring '09 term at IUPUI.

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08 Measurment - MEASUREMENT Ron Sandwina Ph.D Communication Studies Department IUPUI Defined q q A process that includes everything the researcher

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