USC COMM 301L - lect4_1-Measurement validity and reliability (20 pages)

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lect4_1-Measurement validity and reliability



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lect4_1-Measurement validity and reliability

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Lecture Notes


Pages:
20
School:
University of Southern California
Course:
Comm 301l - Empirical Research in Communication

Unformatted text preview:

COMM 301 Empirical Research in Communication Kwan M Lee Lect4 1 1 Building good measures Measurement validity and reliability Things to know by the end of the lecture What is external validity vs internal validity of a study What is measurement validity and reliability How do we assess them What are the various aspects of measurement validity Relationship between measurement validity and reliability 2 Internal vs External Validity of a Study We will talk more about this in Chap 7 External validity Is it generalizable Sampling and replication Internal validity Is it accurate Can be influenced by measurement validity measurement reliability and other factors E g history maturation sensitization experiment demand Today s lecture focuses on measurement validity and reliability 3 Measurement validity reliability Measurement validity Does the measure give accurate results Measurement validity is important part of internal validity Internal validity the accuracy of an investigation s results as influenced by the planning design and conduct of the investigation Measurement reliability Does the measure give constant reliable results 4 Measurement Reliability Reliability the extent to which a measurement gives consistent results Across time test retest Across items within a questionnaire split half alpha or between questionnaires parallel forms Across observers intercorder reliability Reliability is a must for Measurement Validity and also for Internal Validity but it does not guarantee validity Tests for reliability test retest self report parallel forms self report split half self report Don t need to pay attention to the above three Cronbach s alpha self report this is what most researchers use intercoder reliability observational 5 Reliability test retest technique Test retest technique measurement instrument administered more than once to same group of respondents results across each administration compared similarity analyzed with correlation coefficient 0 no similarity



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