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Observer Reliability

Observer reliability is an important consideration for researchers interested in content analysis, coding open-ended survey responses, or coding spoken words observed between two or more communicators. Defined, observer reliability is the degree to which a researcher’s data represents communicative phenomena of interest, or whether it is a false representation. In other words, observer reliability is a defense against observations that are superfluous. A procedure is reliable to the extent that it yields identical results regardless of the context or external circumstances at the time of data collection and analysis. In many ways, observer reliability is analogous to how well a group of individuals are able to consistently hit the bull’s eye on a dart board. A researcher can confidently claim his or her data is representative of the phenomena if the set of trained coders consistently hit the operational bull’s eye. Thus, whenever a researcher depends on a set of human coders, he or she must be concerned with the quality of the data produced, especially when it comes to the accuracy of hitting the bull’s eye.

First, this entry discusses three important features of observer reliability. Second, this entry explains why it is important to consider validity with reliability. Third, this entry examines the contexts where observer reliability can be employed. Finally, this entry explains strategies for maximizing observer reliability.

Features of Observer Reliability

Assessing observer reliability relies on three distinct properties: reproducibility, stability, and accuracy. Reproducibility is perhaps the most straightforward and easiest test of observer reliability. Put simply, it refers to how a set of trained coders produce identical data within an acceptable amount of error. For example, a longitudinal content analysis of major news coverage in the United States is considered to meet the reproducibility criteria when two different sets of trained coders produce similar data on identical samples. This characteristic of observer reliability is tested using the test-test procedure with two coders, and their agreement is also known as a test-retest. Observer reliability is said to be stable when the data produced by independent coders do not change over the course of a study. For instance, in the aforementioned longitudinal content analysis of major news coverage, one set of trained coders’ data is stable when it does not drift over time from the original training sample. In other words, observer reliability is stable when there is an acceptable amount of change in coding within an independent judge. Observer reliability also requires a degree of accuracy, in that the margin of error for independent coders is minimized as much as possible. Returning to the discussion of the longitudinal content analysis, accuracy is said to be high when as the coded units increase, so too does the number of agreed-upon units. An accurate measure of observer reliability is high when an independent judge is consistent within a margin of acceptable error against a gold standard. Accuracy is considered the strongest feature of observer reliability; however, when designing a study, it is also important to consider reproducibility and stability.

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