CMN 3102 Lecture Notes - Lecture 5: Standard Deviation, Likert Scale, Measuring Instrument

• School: University of Ottawa
• Department: Communication
• Course: CMN 3102
• Professor: Philippe Rousseau

Document Summary

Week 5: reliability and validity part 1. Alternate forms of reliability: the logic and procedure for alternate forms reliability estimation are essentially the same as for test-retest reliability, we develop two attitude-measuring instruments to measure the same attitude. Split- half reliability: it is often infeasible to administer instruments to the same people on two separate occasions, the split-half reliability approach is similar to the previous tests expect there is only one measurement period. 2: whatever the underlying construct that is being measured, you need to make sure that each item that contributes to the scale, contributes in the same manner. Immediately after the reliability is presented the mean (m) and standard deviation (sd: complete write-up example, the generalized attitude measure is a scale originally created by. Mccroskey(1966) and later validated by mccroskey(2006) as a tool for determining someone"s overall attitude about a specific subject.