To Demonstrate Valid Measurement in Your Content Analysis Study, You

question 9

Multiple Choice

To demonstrate valid measurement in your content analysis study, you must show that:

• A) Your coding scheme is accurate and sufficient for explaining and predicting message content
• B) Your coders have consistently unitized and categorized textual data
• C) Your sample data represents an entire message population well
• D) All of the above

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Definitions:

Skewed Distribution

A probability distribution in which the bulk of the values lie to one side of the center, causing a tail on one side of the distribution.

Median

The middle value in a data set when it is arranged in ascending or descending order, or the average of the two middle numbers if the dataset has an even number of observations.

Sample Standard Deviation

A measure of the amount of variation or dispersion of a set of values in a sample population.

Population Standard Deviation

A measure that quantifies the spread or dispersion of a set of data points in a population from its mean value; it represents the square root of the variance of the population.