Choosing a Measure

(Measures) Choosing a Measure

As we have seen in this chapter, most conceptual variables of interest to behavioral scientists can be operationalized in any number of ways. For instance, the conceptual variable of aggression has been operationalized using such diverse measures as shocking others, fi ghting on a playground, verbal abuse, violent crimes, horn-honking in traffi c, and putting hot sauce on people’s food. The possibility of multiple operationalizations represents a great advantage to researchers because there are specific advantages and disadvantages to each type of measure. For instance, as we have seen, self-report measures have the advantage of allowing researchers to get a broad array of information in a short period of time, but the disadvantage of reactivity. On the other hand, behavioral measures may often reduce reactivity, but they may be diffi cult to operationalize and code, and the meaning of some behaviors may be difficult to interpret.           

         When designing a research project, think carefully about which measures to use. Your decision will be based on traditional approaches in the area you are studying and on the availability of resources, such as equipment and expertise. In many cases, you will want to use more than one operationalization of a measure, such as self-report and behavioral measures, in the same research project. In every case, however, you must be absolutely certain that you do a complete literature review before you begin your project, to be sure that you have uncovered measures that have been used in prior research. There is so much research that has measured so many constructs, that it is almost certain that someone else has already measured the conceptual variable in which you are interested. Do not be afraid to make use of measures that have already been developed by others. It is entirely appropriate to do so, as long as you properly cite the source of the measure. As we will see in the next chapter, it takes a great amount of effort to develop a good measured variable. As a result, except when you are assessing a new variable or when existing measures are not appropriate for your research design, it is generally advisable to make use of the work that others have already done rather than try to develop your own measure.