A scale is a collection of items that measure an individual’s classification of attributes. The composite scores generated by scales allow researchers to better understand theoretical variables that are difficult to readily observe. For example, it might be difficult to observe public speaking anxiety by simply watching people deliver a presentation. Instead, a group of students in a public speaking class could be given a survey composed of scales that would allow the researcher to better understand public speaking anxiety. There are several different types of scales that are used in communication research. A true/false scale is one that elicits a dichotomous response to scale items. Dichotomous scales, which are also called forced choice scales, give respondents two possible ways to respond to ...
Looks like you do not have access to this content.