Behavioral Attitude Measurement Theory Don W. Stacks, Ph.D. School of Communication University of Miami Coral Gables, FL 33124 and The Institute for Public Relations What is Measurement?
Assigning numbers to objects or concepts systematically With ways to assess measurement validity and reliability Assessing Objectives via Measurement A way of assessing public relations objectives Simple counts informational Complex thematic Motivational Observational counts Behavioral
Via data Categorical (nominal, ordinal: #, %) Continuous (interval, ratio: Mean, Median, Mode, variance) Measuring Behavioral Objectives Opinions Behavior but consist of verbal expressions of:
Validity Reflects the objective of the measurement Can be assessed qualitatively and statistically Reliability Reflects stability in measurement Can be assessed statistically Creating Attitude Scales Usually asks Ps to respond to an attitude
statement on a continuum. Response is closed-ended: Measurement is good SA A N D SD This panels participants did a good job SA A N D SD
Requirements (contd.) Must allow for a neutral response To be valid each item must contain an odd number of responses (3, 5, 7, 9) SA A N
D SD Requirements (contd.) Responses must be balanced Excellent antonym is Terrible, not Bad Excellent Bad
Must consist of of least 2 or more statements (to assess for measurement reliability) Things to Avoid Double-barreled statements Watch: statements with and, or or Statements with an even number of responses SA
A D SD (No response neutral) Single-item statements Unbalanced responses:
Excellent Good Neutral Poor Bad Reliability & Validity unreliable Reliable but not valid Reliable and valid
Relationship Between Measurement Reliability & Validity A measure must be reliable or you cannot assess its validity!
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