งานนำเสนอเรื่อง: "Measurement in communication research การวัดในงานวิจัยด้านการสื่อสาร."— ใบสำเนางานนำเสนอ:
Measurement in communication research การวัดในงานวิจัยด้านการสื่อสาร
Research Questions Does internet usage decrease family interaction? Are fear appeal messages more likely to affect teenage sexual practices than one that do not? What do customers think about sale representatives performance?
Why measures? Reality check Reality = X X = facts + error
Questionnaire (Consumer satisfaction) (a) And, on these issues relating to customer service, how important on a scale from 1 to 5 is "sales reps know the products and their applications"? RATE ALL ISSUES FOR IMPORTANCE. (b) And how satisfied are you with your main supplier on each of these issues (a) (b) CUSTOMER SERVICEImportanceSatisfaction Sales reps know the products and their applications43 Sales reps are prompt in returning calls/follow ups52 Company reps solve problems fast21 Complete and accurate invoicing41 Internet/electronic ordering 11 Good relationships with reps41 Regular contact from the rep21
Where do questions come from? Conceptual definitions and search scholarly discussions Decide on format Feedback from a small sample Examine reliability and validity
Who are you? Tell me about yourself.
Testing a gun!
Reliability (ความน่าเชื่อถือ - ความคงเส้นคงวา) Definition: internal consistency of a measure (same situation) A part of the facts collected The gun keeps shooting at the same area most of the time. The gun is reliable!!!
Validity (ความถูกต้อง - ความ แม่นยำ) Definition: consistency of a measure with a criterion (Across situations) You get the answers to questions being asked. You aim the gun at the bullseyes but it keeps shooting at the same area most of the time. The gun is reliable, but not valid!
Likert scale Statements that yield responses that range from favorable to unfavorable toward an object. (measuring attitudes) Agree - Disagree
Semantic differential - Measure the meanings that an object has for an individual Beautiful - Ugly Good - Bad Large - Small
Thurstone Predefined values associated with each statement
Multidimensional scaling (MDS) how similar or how different certain objects are perceived to be. Places the objects in a spatial relationship to one another A list of objects asked to make judgments about how similar the items are.
Processing the data Describing - Information Explaining - Rationales
Can u calculate…? ID Number Gender Ranking Average scores Percentage
Level of Measurement Nominal data (นามบัญญัติ) Ordinal data (เรียงลำดับ) Interval data (อันตรภาค) Ratio data (อัตราส่วน)
Types of reliability Test-retest reliability (ก่อน-หลัง) Alternate forms reliability (ต่างคำถาม) Split-half reliability (แบ่งครึ่ง-แบ่งคำถาม ทั้งหมดเป็น 2 ส่วน) Item to total reliability (แต่ละข้อ) Intercoder reliability (ระหว่างคนโค้ด ข้อมูล) Statistical shortcuts Cronbach coefficient alpha
Test-retest reliability (ก่อน- หลัง) Before - after the test
Alternate forms reliability (ต่าง คำถาม) Same concepts different questions How old are you? What year did you finish high school?
Criterion validity (เกณฑ์) Ability to predict a score on some other measure or to predict a particular behavior of interest. The measure predict arelevant behaviors and responses on a second measure SAT, GRE test predicting college performance
Criterion validity (เกณฑ์) Concerrent validity new measures with previously measure of the same thing Updated measures Predictive validity (คาดการณ์) a measure predicts known groups that the construct exists
Construct validity (โครงสร้าง) Concerning with what is being measured Theoretical based - Relationship that are predicted according to the theory found Trust of another person leads to increased levels of negative self-disclosure (bad things stated about oneself)
Questions: If you develop a questionnaire, what kind of validity that you would seek to validate the questionnaire?