COMM 400 Lecture 9: 2/21 notes: Chapter 5
21 Feb 2019
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Researchers can"t measure perfectly: all measurements have some error. Error score component: the amount of deviation from the true value. Observed measurement = true score + error score. ~ procedure validity and reliability: administered accurately and consistently. ~ treatment validity and reliability: making sure that any treatment a study is investigating is what it purports to be every time it is administered. ~ controlling for environmental influences: keeping the setting in which a study is done as consistent as possible. ~ history refers to changes in the environment external to a study that influence people"s behavior within the study. The threat of history is particularly important for longitudinal research that follows people over a relatively long period of time. ~ the sleeper effect refers to an effect that is not immediately apparent but becomes evidenced over the course of time (e. g. , persuasive mass media messages) ~ sensitization is when an initial measurement influences a subsequent measurement in a study.
