Chapter 1. Is the Swagger-Meter 1.0 a Quality Measure?

Introduction

Chapter 4
true
true
You must read each slide, and complete any questions on the slide, in sequence.
Self-report
Any measurement technique that directly asks the participant how they think or feel.
Behavioral Measure
A measure of participants’ actions in a research design.
Behavioral Trace
A behavioral measure that relies on evidence left behind by a participant who is no longer present.
Behavioral Observation
A behavioral measure that relies on directly seeing or observing behavior.
Behavioral Choice
A behavioral measure involving participants making a purposeful selection from several options.
Raw Score
The actual score, comprised of a true score and error.
True Score
What the score would be if the test were a perfect measure of the attribute being tested and were uninfluenced by any extraneous factors.
Error
The part of the raw score that represents the extraneous influences that will cause the raw score to deviate from the true score.
Random Error
Variation from the measure’s true score due to unsystematic or chance factors.
Bias or Systematic Error
Error that consistently pushes scores in a given direction.
Standardization
Keeping the experimental situation the same for everyone and as free from variation as possible.
Sensitivity
The range of data a researcher can gather from a particular instrument.
Reliability
The stability or consistency of a measure.
Validity
The degree to which a tool measures what it claims to measure.
Simple Random Sampling
A probability sampling method in which a subset of individuals are randomly selected from population members.
Convenience Sampling
Nonrandom selections of participants who are readily available to the researcher to serve as the sample.
Nonresponse Bias
A potential systematic difference between those who refused to participate in a study and those who participated.
Volunteer Subject Problem
Those who self-select or choose to be in a study may differ in some meaningful way related to the research question from those who make the choice not to participate.
College Sophomore Problem
A particular participant pool (e.g., a group of college students) does not adequately represent other populations, as participants tend to all be around the same age.
Demand Characteristic
A cue that potentially makes participants aware of what the experimenter expects.
Social Desirability
The tendency for respondents to give answers that make them look good.

The Psychologist’s Toolbox

In this activity, you will evaluate whether a device called the Swagger-Meter is a quality measure and will consider the best way to administer this measure.

Dr. Natalie J. Ciarocco, Monmouth University

Dr. David B. Strohmetz, University of West Florida

Dr. Gary W. Lewandowski, Jr., Monmouth University

Something to Think About…

Scenario: The mall is a popular place for the 18- to 25-year-old demographic. Companies know this and continually seek to develop new products that target this key segment of the market. In fact, a new company named YOLO Incorporated has designed a product that, according to their website and press release, “provides user-specific, science-based insights into a key aspect of young adults’ personalities: swagger.” In addition, “the Swagger-Meter uniquely capitalizes on people’s desire for self-knowledge and data-based social comparison information.” Specifically, YOLO Inc. wants to place their new product, the Swagger-Meter 1.0, in mall food courts across the United States.

Your job is to determine whether you should invest your money in this company.

Something to Think About…

If you are thinking like a scientist, you are probably feeling skeptical about the Swagger-Meter 1.0. To decide whether this product will be successful and worth your investment, you need to determine whether the Swagger-Meter 1.0 is a quality measure.

John Giustina/Iconica/Getty Images

Something to Think About…

Before you can know whether something is a quality measure, you need to clearly define the variable that it aims to measure.

Question 1.1

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Something to Think About…

According to the YOLO Inc. press release, “Swagger is a mental state of being in which a person exudes a high level of confidence and composure. Swagger can border on arrogance, but is more about a sense of positive self-assuredness that makes the person charismatic and admired.”

Now that you know how YOLO Inc. defines “swagger,” it is time to find out how the company attempts to measure “swagger.” First, YOLO Inc. asks individuals to place their right hand on a metal plate. The company then measures their skin conductance, which corresponds to “degree of swagger.” This is what the Swagger-Meter 1.0 looks like. . .

The Swagger-Meter 1.0

Our Research Question

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Now that you know what the Swagger-Meter 1.0 looks like, and what it claims to measure, you can begin to answer two questions:

  1. Is the Swagger-Meter 1.0 a quality measure?
  2. Should you invest your money in this product and YOLO Inc.?

Picking the Best Measurement

Let’s start by evaluating the nature of the Swagger-Meter 1.0 measurements.

  • Self-report

  • Behavioral Measure

Question 1.2

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Identifying the Design

Question 1.3

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Picking the Best Measurement

Now, let’s evaluate the different types of behavioral measures.

  • Behavioral Trace

  • Behavioral Observation

  • Behavioral Choice

Question 1.4

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Evaluating the Measure

Keep in mind that all measurements are approximate. In fact, every measurement consists of three parts: raw score, true score, and error.

  • Raw Score

  • True Score

  • Error

Evaluating the Measure

Since all measures contain some form of error, the Swagger-Meter 1.0 will be no exception. We must identify where error can creep in and determine how problematic it might prove to be. First, let’s review the two types of measurement error: random error and bias (also known as systematic error).

  • Random Error

  • Bias or Systematic Error

Evaluating the Measure

Now it’s your turn. Indicate whether the following potential sources of measurement error represent random error or bias.

Question 1.5

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Question 1.6

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Question 1.7

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Evaluating the Measure

To decide whether or not the Swagger-Meter 1.0 is a high-quality measure, you need to determine if YOLO Inc. has developed a consistent process for measuring people’s swagger. In other words, you need to know if there is standardization in the administration of the Swagger-Meter 1.0.

  • Standardization

Evaluating the Measure

Question 1.8

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checklist_activity
checklist_question_1

Evaluating the Measure: A Checklist

Question 1.9

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checklist_question_1
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Adequate Poor
Standardization
Sensitivity
Reliability
Validity

Evaluating the Measure

If the Swagger-Meter 1.0 is truly a high-quality measure, it will have adequate sensitivity, or a good range of possible measurement levels.

  • Sensitivity

Question 1.10

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2
Try again.
Correct.
Incorrect.
checklist_activity
checklist_question_2

Evaluating the Measure: A Checklist

Question 1.11

Rd2xioWQH/yvDO7ugscnp0E97U8UUnziMsodtxjH907TM09pjj+yd+uaN5ZmxaJq2QcF4lX5f5bLEczNl1csp7rUP/CjF/+D3IzRZSVv4yRdZ10YzSPVFH/IqGdGNJUZ0IdWMNHxAytvUjEv+klpWZsR7K+8XN5Jp3EZtA4FtpBXSepLxBPtDFcLIrtyqt0B5AO9tAvHp29ycPQGgckf8r4buJeJIMVDpfFu2heFfhJKt8SNqGwxWr8+olxxOP5IcRuBV0Eutyiutu4m03jlDFKXtYGXWhu7gXCQL7Sj9+BGBN2K68mJUOSNTM9f7bJBXuPz5J1X+ZeVZicktAFwnZsv1dcOTqU/F5TTrf0562bWfIlKh/RkRhe83WzeLvgCxoxcVFOAdpmANq8fKU8gyWsELGgvRkmEaRBUo23PSqgVNTdiPma4/rklCu4mR9Aoe8OLaWVGAWe7rZv+1ZGmqT8OhOQ+9BtHtC6OeQBTy5HBD6uXz+ywxQgVFzw0+7UAYvl0kPsEBvlEhNcaXMJ358bG2+KWijuBKwDfkDvY5FLN7witAi+2EAnXFEvLDqcfiVHoLx1BI7Ms50TlypODKvuQnIuqjpChq7m0wEvKyzmnORFMG4PNLSfOmFOG2unOYCW3veKiAEFJA1pYl9/o0+kwhNrxpFBVd5JdoXlgfuX9AOk2K8ga5/yB6tsHIdns1Fs/cJilO7lVLgAwcTGLRVGQlNVU1kQNhniTAIeyh2xyhbBC3Da1eV8p3/FQH076pi8mVSJKQZvQWapjggXbzIHy86F5g1tsYnFogZMZ3pdMySPUJws5OIxdamUjhAK7GUEHwoXPyX1kOlpxQJFF5oBDS9R4TM67EJ/Sw3vB7bd9MnQu
checklist_question_2
2
Try again.
Correct.
Incorrect.
Adequate Poor
Standardization
Sensitivity
Reliability
Validity

Evaluating the Measure

If the Swagger-Meter 1.0 is a high-quality measure, it must be able to consistently and reliably assess users’ swagger.

  • Reliability

Question 1.12

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2
Try again.
Correct.
Incorrect.

Evaluating the Measure

Based on what you know about reliability, you decide that you need to test the Swagger-Meter 1.0 prototype during an investor visit to YOLO Inc.

Question 1.13

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
2
Try again.
Correct.
Incorrect.
checklist_activity
checklist_question_3

Evaluating the Measure: A Checklist

Question 1.14

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
checklist_question_3
2
Try again.
Correct.
Incorrect.
Adequate Poor
Standardization
Sensitivity
Reliability
Validity

Evaluating the Measure

So far, you have determined that the Swagger-Meter 1.0 has adequate standardization, sensitivity, and reliability. Next, you need to evaluate its validity. That is, does the Swagger-Meter 1.0 actually measure “swagger”?

  • Validity

Evaluating the Measure

One way to check a measure’s validity is to compare it to other measures of swagger. The YOLO Inc. press release states, “Our Research and Development Department placed a beta version of the Swagger-Meter in a nearby mall where patrons of all ages could choose to test their swagger. Field tests included 490 patrons with equal numbers of males and females ranging in age from 18–87. . . . All test participants reported the Swagger-Meter was uncanny in its accuracy.”

  • Simple Random Sampling

  • Convenience Sampling

Question 1.15

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2
Try again.
Correct.
Incorrect.

Evaluating the Measure

Anytime someone uses data to support a claim being made on TV, in an advertisement, or, in this case, in a business press release, you need to use your psychological literacy skills to critically evaluate their claim. After all, you don’t want to make the wrong choice based on faulty information. A good place to start your evaluation is the source of the data, namely the sample used. Common issues that can compromise data include the nonresponse bias, volunteer subject problem, and college sophomore problem.

  • Nonresponse Bias

  • Volunteer Subject Problem

  • College Sophomore Problem

Question 1.16

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
2
Try again.
Correct.
Incorrect.

Evaluating the Measure

YOLO Inc.’s press release states, “Based on their data and feedback, the R & D Department’s analysis demonstrates that the Swagger-Meter 1.0 accurately measures a person’s ‘hotness’ and ‘electricity of personality’ using a set of strategically placed titanium sensors that assess ‘tactile temperature’ and ‘skin conductance/galvanic skin response’ on the person’s hand. All test participants reported the Swagger-Meter was uncanny in its accuracy.”

For each of the following findings, indicate whether the finding fails to support the validity of the Swagger-Meter 1.0 as a true measure of swagger.

Question 1.17

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2
Try again.
Correct.
Incorrect.

Question 1.18

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
2
Try again.
Correct.
Incorrect.
checklist_activity
checklist_question_5

Evaluating the Measure

For each of the following findings, indicate whether the finding fails to support the validity of the Swagger-Meter 1.0 as a true measure of swagger.

Question 1.19

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
checklist_question_5
2
Try again.
Correct.
Incorrect.
  • Demand Characteristic

  • Social Desirability

checklist_activity
checklist_question_4

Evaluating the Measure: A Checklist

Question 1.20

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
checklist_question_4
2
Try again.
Correct.
Incorrect.
Adequate Poor
Standardization
Sensitivity
Reliability
Validity

The Decision

As successful investor Warren Buffett advised, “Never invest in a business you cannot understand.” Now that you have spent time studying the Swagger-Meter 1.0, you must make a final determination about whether the Swagger-Meter 1.0 is a quality measure, and, if it is, whether you should invest your money in this company.

Question 1.21

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
2
Try again.
Correct.
Incorrect.

The Decision

Because you contacted YOLO Inc. for a copy of its press release, someone from the Investor Relations Department gives you a call as a follow-up to answer any questions you may have. During that call, you explain your evaluation of the measure and concerns about its lack of validity. The company representative freely admits that the Swagger-Meter 1.0 may not actually measure swagger. But, he goes on to explain, “Users are confident that it measures swagger. Besides, if people believe it is true, who cares whether it is? People are free to believe what they want and believe all sorts of things that aren’t true all the time.”

Question 1.22

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2
Try again.
Correct.
Incorrect.

Take Home Message

RapidEye/iStockphoto/Getty Images

Now that you have decided not to invest in YOLO Inc.’s new product, it would be useful to explain what your findings mean in everyday terms so that others can benefit from your evaluation.

Question 1.23

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2
Try again.
Correct.
Incorrect.

Congratulations

Congratulations! You have successfully completed this activity.

KMGS Photography/Moment/Getty Images