Magazines, Newspapers, and non-Reviews sources.qReliability: The internal consistency of a measure.qValidity: a.Test validity is the constancy of a measure with a criterion; the degree to which a measure actually measures what is claimed. b.Experimental validity refers to the absence of errors that prevent researchers from drawing unequivocal conclusions. qTypes of Survey Questions:a.Likert Scales: Scales composed of statements that reflect clear position on an issue, for which subjects indicate their agreement on a 5-point scale. b.Semantic Differential: Scales bounded by pairs of bipolar adjectives.c.Open Ended: Questions to which people respond in their own words.d.Closed Ended: Questions to which people respond in fixed categories of answers.qUses of Focus Groups: To a guided or unguided discussion addressing a particular topic of interest with a carefully selected small group. By asking key questions the moderator finds the sentiments of the group and the reasons behind them. qLevels of measurement:a.Nominal: Use of numbers as simple identification of variables. b.Ordinal: Use of rank order to determine differences.c.Interval/Ratio: Assignment of numbers to items as a matter of degree.qSampling Methods:a.Random: Selection of data such that each event in the population has an equal chance of being selected.b.Non-Random: qSamples:qPopulation:...
