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Chapter 6 Measurement
Associated with quantitative studies
Numbers used as a tool for identifying and presenting information
Links the conceptual to the empirical Necessary to conduct quantitative research
Copyright c 2001 The McGrawHill Companies, Inc. 1
Measurement Principles
Numbers measure value, intensity, degree, depth, length, width, distance
Descriptive and evaluative device
Numbers have no value until we provide meaning
Includes everything the researcher does to arrive at a number
Details the operationalization of the variable
Copyright c 2001 The McGrawHill Companies, Inc. 2
Levels of Measurement
Discrete or continuous
Both representative of communication phenomena
Each produces different kind of data
How data are collected determines how they can be used in statistical analyses
Copyright c 2001 The McGrawHill Companies, Inc. 3
Discrete Data
The presence or absence of some characteristics
Also known as nominal or categorical data Categories
Reflect different types not differing amounts Have no inherent value
Must be mutually exclusive, exhaustive, and equivalent
Copyright c 2001 The McGrawHill Companies, Inc. 4
Continuous Level Data
Reveals quantity, intensity, or magnitude
Values that differ in degree, amount, or frequency can be ordered on a continuum
Three types Ordinal data Interval data Ratio data
Copyright c 2001 The McGrawHill Companies, Inc. 5
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