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Observing & Measuring Communication Variables

This chapter explores the different methods and techniques used to observe and measure communication variables. It covers conceptual and operational definitions, measurement theory, and the four levels of measurement. The chapter also discusses measurement scales, such as nominal, ordinal, interval/ratio, Likert scales, and semantic differentials. Additionally, it examines measurement methods, including self-report, others' report, and observing behavioral acts. Questionnaires, interviews, and observations are discussed as measurement techniques.

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Observing & Measuring Communication Variables

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  1. CHAPTER 4 Observing and Measuring Communication Variables

  2. Observing & Measuring Communication Variables • Conceptual Definition • Operational Definition • Conceptual Fit

  3. Measurement Theory • Measurement • Quantitative measurement • Qualitative measurement

  4. Levels of Measurement • Measurement scale – a specific scheme for assigning numbers or symbols to designate characteristics of a variable

  5. 4 levels of measurement • Nominal • Ordinal

  6. 4 levels of measurement Con’t • Interval/ratio • Likert Scales • Semantic Differntials

  7. Measurement Methods • Self-report • Others’ report • Observing behavioral acts

  8. Measurement Techniques • Questionnaires

  9. Measurement Techniques Con’t • Interviews

  10. Measurement Techniques Con’t • Observations

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