COMM 1 Lecture 6: Comm_1_-_Lecture_6

• School: Irvine Valley College
• Department: Communication Studies
• Course: COMM 1
• Professor: Bahadori

Document Summary

Use multiple items combined to measure one variable (create an index/scale) index/scale is the same. Example: candidate credibility: honest, trustworthy 7 : 6 : 5 : 4 : 3: 2 : 1 untrustworthy, sincere. 7 : 6 : 5 : 4 : 3: 2 : 1 dishonest. Inter-item reliability look at internal consistency of similar items in a scale/index (composite measure) 3 items measuring each dimension to measure one variable. Credibility includes trustworthiness and expertise (must be measured separately because they can be one thing but not the other) (ex) multidimensional credibility: 2 dimensions. Trust + honest + sincere = trustworthiness dimension. Knowledge + experienced + competent = expertise dimension: ** evaluate reliability separately for each subscale. For measurers using coders (i. e. behavioral observations): Inter coder reliability: compare multiple coders (what do different coders consider (ex) aggression, make sure it"s all the same) Intra coder reliability: compare multiple observations of the same coder.