Study guide 2 test

# Study guide 2 test - Chapter 8 Measurement (I) Measurement...

This preview shows pages 1–2. Sign up to view the full content.

Chapter 8 – Measurement (I) Measurement is a process by which we observe things, seen and unseen. a. Almost always includes a comparison b. Measurement is essential when we try to understand why people behave as they do c. Measuring relationships to establish overall public relations value to an organization or client d. Formal measurement requires that we state how we measure what we observe (II) Four basic levels of measurement a. Nominal – observations include sex, size, and race b. Ordinal – places observations into some type of order c. Interval – assumes the distances between observations are equal all along the continuum d. Ratio – adds the requirement of an absolute zero point to the continuum i. Four levels can be further summarized into two classes: 1. Categorical – occurs when our observations are placed into classes to be counted a. Fairly simple and are languaged based b. Categorical data CANNOT be transformed into continuous data c. Simple to make but difficult to interpret 2. Continuous – occurs when our data are based on some continuum

This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document
This is the end of the preview. Sign up to access the rest of the document.

## This test prep was uploaded on 04/07/2008 for the course CPR 311 taught by Professor Stacks during the Fall '07 term at University of Miami.

### Page1 / 3

Study guide 2 test - Chapter 8 Measurement (I) Measurement...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document
Ask a homework question - tutors are online