In communication research scales are used to assess the intensity or the strength of personal variables like traits, states, attitudes, feelings, and so on. A rating is based on a statement expressing a perception, an attribution, or an attitude toward something that is presented to the subject. He or she is asked to indicate the
Empirical communication and media research attempts to translate reality into data by means of measurement. To insure reliability and validity, this process is guided by rules. In the case of quantitative research, the rules tend to be standardized in order to keep results comparable across different instances of measurement. These standardized measurements can make use
Measurement scales refer to the types of information provided by numbers. Each scale (i.e., nominal, ordinal, interval, and ratio) provides a different type of information. Knowing which scale applies in a particular situation is necessary to accurately interpret numbers assigned to people, objects, or events. Ignorance of scales’ distinguishing characteristics can lead to improper treatment
The Bayley Scales of Infant Development (BSID-II), published by Psychological Corporation, are a set of scales that takes 45 minutes to administer and assess mental, physical, emotional, and social development. Because the scales provide an overall picture of the child’s developmental status, they are often used to evaluate whether children are developing normally or may