COMM 308 Lecture Notes - Lecture 6: Television Consumption, Likert Scale, Level Of Measurement
17 Sep 2016
School
Department
Course
Professor
Document Summary
Measurements -- assigning numbers to attributes that vary. Another way to say name ; item exists in name only. Labeling or classification of variables (tv, radio, newpaper) Ex: if someone is first in the lease, it doesn"t mean that person is better than the 3rd or 4th person on the lease. It just means that there is an order. Ex: gender, hair color, where you live, etc. To clarify with numbers -- counts or percentages. You can assign numbers to a group. Subjective and not numerically measured, only comparatively measured. Imprecise -- we understand the order of things but we can"t say the amount of change between them. Depicts some order relationship between a set of items. Indicates some level of progression, one category has. We know that the next label is more than the current one, but we do not know how much more.
