lecture 10- 12

lecture 10- 12 - October 12, 2004 Measurement...

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October 12, 2004 Measurement (operationalizing variables) Types of Measures -Physiological measures Ex: heart rate, blood pressure -Behavioral measures: observing things people do Ex: voting, nonverbal reactions -Self-report measures: most common in communication; ask people Ex: items on a questionnaire Goals we try to reach: -Triangulation: we don’t rely on one type of measure but rather rely on different types of measures of a concept or variable -Using multiple indicators of the concept e.g., several different items on a questionnaire Ex: to see if people were shocked by a movie, you can ask if they were shocked but also other emotions that relate to shocked/offended Levels of Measurement -Nominal: Variable is measured merely with different categories Ex: to measure fear, different categories to try and get at it Categories must be mutually exclusive Ex: you can only check one box (male or female) Categories must be exhaustive Ex: Didn’t miss any choices, all are there Variables measured this way are also called “categorical” or “discrete” variables
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lecture 10- 12 - October 12, 2004 Measurement...

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