Chapter 5 Designing Valid Communication Research.

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Presentation transcript:

Chapter 5 Designing Valid Communication Research

Validity = accuracy Internal Validity External Validity

Measurement Validity and Reliability Measurement validity Measurement reliability

Testing measurement reliability Test-retest Split-half reliability Intercoder reliability

Testing Measurement Validity Content validity Criterion-related validity Construct validity

3 Threats to Internal Validity How research is conducted Threats due to research participants Threats due to the researcher

Threats to internal validity due to how research is conducted Procedure validity & reliability History Sleeper effect

Threats to internal validity due to how research is conducted con’t sensitization Data analysis

Threats to internal validity due to how research participants Hawthrone effect Selection Statistical regression

Threats to internal validity due to how research participants con’t Mortality Maturation Interparticipant Bias

Threats to internal validity due to how researcher Researcher personal attribute effect Researcher unintentional expectancy effect Researcher observational biases

Threats to External Validity Sampling Ecological Validity Replication

Threats to external validity due to sampling Population Target group census

Sampling Random sampling –Simple random sample –Systematic sample

Sampling Con’t Random sampling –Stratified sample –Cluster sample

Non-random sampling Convenience sample Volunteer sample Purposive Quota Network

Ecological Validity Natural settings Confederates

Replication Exact replication Partial replication Conceptual replication

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