How we change what others think, feel, believe and do

Measurement in social research

Explanations > Social Research > Measurement in social research

Measurement in social research is not an easy affair. Here's a set of pages that you may find useful in deciding what and how to measure.

Two main methods of getting input from people are survey and interview. A critical trick in each is in asking the right questions.

Basics
- Variables in research: Understanding what changes.
- Types of data: Nominal, ordinal and more.
- Data design: What data to collect.
- Measurement error: Different types of error.
- Measuring attitude: Cognitive, affective and behavioral components.
Questioning
- Question types: Different ways to ask.
- Asking questions: Basics of questioning.
Measurement scales
- Bogardus Social Distance Scale: For perceived differences.
- Likert scale: Multiple choice scale
- Guttman scale: Increasing detail.
- Rank Ordering scale: Putting things in order.
- Thurstone scale: Simple agreement or not.
- Semantic differential: Bipolar pairs in question.
- Visual-Analog Rating scale: Smooth scale.
Ethnographic measurement:
- Ethnographic data collection: Very different from experiments!

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