งานนำเสนอเรื่อง: "Measurement in communication research"— ใบสำเนางานนำเสนอ:
1 Measurement in communication research การวัดในงานวิจัยด้านการสื่อสาร
2 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?
3 Why measures?Reality checkReality = XX = facts + error
4 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 SERVICE Importance SatisfactionSales reps know the products and their applications 4 3Sales reps are prompt in returning calls/follow ups 5 2Company reps solve problems fast 2 1Complete and accurate invoicing 4 1Internet/electronic ordering 1 1Good relationships with reps 4 1Regular contact from the rep 2 1
5 Where do questions come from? Conceptual definitions and search scholarly discussionsDecide on formatFeedback from a small sampleExamine reliability and validity
10 Reliability (ความน่าเชื่อถือ - ความคงเส้นคงวา) Definition: internal consistency of a measure (same situation)A part of the facts collectedThe gun keeps shooting at thesame area most of the time.The gun is reliable!!!
11 Validity (ความถูกต้อง - ความแม่นยำ) Definition: consistency of a measure with a criterion (Across situations)You get the answers to questions being asked.You aim the gun at the bullseyesbut it keeps shooting at thesame area most of the time.The gun is reliable,but not valid!
12 Methods for measurement (p )Likert scaleSemantic differentialGuttmanThurstoneMultidimensional scaling
13 Likert scaleStatements that yield responses that range from favorable to unfavorable toward an object. (measuring attitudes)Agree - Disagree
14 Semantic differential - Measure the meanings that an object has for an individualBeautiful - UglyGood - BadLarge - Small
16 ThurstonePredefined values associated with each statement
17 Multidimensional scaling (MDS) how similar or how different certain objects are perceived to be.Places the objects in a spatial relationship to one anotherA list of objects asked to make judgments about how similar the items are.
18 Processing the dataDescribing - InformationExplaining - Rationales
19 Can u calculate…?ID NumberGenderRankingAverage scoresPercentage
20 Level of Measurement Nominal data (นามบัญญัติ) Ordinal data (เรียงลำดับ)Interval data (อันตรภาค)Ratio data (อัตราส่วน)
21 Types of reliability Test-retest reliability (ก่อน-หลัง) Alternate forms reliability (ต่างคำถาม)Split-half reliability (แบ่งครึ่ง-แบ่งคำถามทั้งหมดเป็น 2 ส่วน)Item to total reliability (แต่ละข้อ)Intercoder reliability (ระหว่างคนโค้ดข้อมูล)Statistical shortcutsCronbach coefficient alpha
22 Test-retest reliability (ก่อน-หลัง) Before - after the test
23 Alternate forms reliability (ต่างคำถาม) Same concepts different questionsHow old are you?What year did you finish high school?
31 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 measureSAT, GRE test predicting college performance
32 Criterion validity (เกณฑ์) Concerrent validitynew measures with previously measure of the same thingUpdated measuresPredictive validity (คาดการณ์)a measure predicts known groups that the construct exists
33 Construct validity (โครงสร้าง) Concerning with what is being measuredTheoretical based - Relationship that are predicted according to the theory foundTrust of another person leads to increased levels of negative self-disclosure (bad things stated about oneself)
34 Questions:If you develop a questionnaire, what kind of validity that you would seek to validate the questionnaire?