Chapter Checklists

As a consumer of research, you should be able to

1. Verify the way in which researchers assign or impose meaning on numbers and scores
2. Determine the manner in which a researcher is making measurement comparisons
3. Identify whether the appropriate level of measurement is being used
4. Understand the basic principles of validity and reliability and how they affect research results reported in journals
5. Assess research design for threats to validity and reliability even when researchers do not report these issues
6. Question the measurement procedures and data interpretations reported by researchers

As a researcher, you should be able to

1. Understand the basic principle that numbers have no inherent meaning
2. Use the four levels of measurement in communication research
3. Develop categorical data that are mutually exclusive, exhaustive, and equivalent
4. Distinguish among ordinal, interval, and ratio data and their appropriate uses
5. Develop effective and appropriate Likert-type scales
6. Develop measurements that are both valid and reliable
7. Describe in writing the steps you took to assess validity and reliability of a measurement device
8. Consider research design issues that may threaten validity and reliability
9. Demonstrate your awareness of measurement limitations by including this information in the written research report
10. Collect, report, and interpret data accurately, ethically, and responsibly