Chapter 4. Is the Swagger-Meter 1.0 a Quality Measure?

Introduction

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You must read each slide, and complete any questions on the slide, in sequence.
Self-report Measure
A measure that involves directly asking participants to express how they feel or what they think about a particular topic.
Behavioral Measure
A measure that assesses the actions a person took, how a person responded to a request, a person’s decisions, or what some researchers call “actual behavior.”
Behavioral Trace
A measure that uses evidence left behind by a person who is no longer present to determine a behavior occurred.
Behavioral Observation
A measure that relies on directly seeing or observing behavior as it occurs.
Behavioral Choice
A measure that assesses an individual’s selection from a variety of options.
Raw Score
The score that a measure provides that is the combination of the true score and error.
True Score
The part of the raw score that is an accurate depiction of your actual ability, or what your score would be on a perfect test, free of 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
Measurement error that is a variation from a true score due to unsystematic or chance factors that occur in a haphazard, disorganized, or arbitrary way.
Bias or Systematic Error
Measurement error that varies systematically or consistently pushes scores higher or lower, leading to inaccurate or misleading conclusions.
Standardization
Keeping the experimental situation the same for everyone.
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.
Random Sampling
Selecting participants using an unpredictable method that give everyone an equal chance of selection in order to avoid potential bias.
Convenience Sampling
Non-randomly recruiting participants from a known, readily available population.
Nonresponse Bias
Those who do not respond to a survey may differ in meaningful ways related to the research question from those who do.
Volunteer Subject Problem
Those who self-select or chose to be in a study may differ in some meaningful way related to the research question from those who make the choice to not 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 Characteristics
Cues that make participants potentially aware of what the experimenter expects.
Social Desirability Concerns
The tendency for respondents to give answers that make them look good.

The Psychologist's Toolbox

This activity requires you to critically evaluate whether a device called the Swagger-Meter is a quality measure in terms of validity, reliability, and demand characteristics, and asks you to consider how to best administer the measure.

Dr. Natalie J. Ciarocco, Monmouth University

Dr. David B. Strohmetz, Monmouth University

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

Something to Think About...

Scenario: The mall is a popular place for the 16- 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.” 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 4.1

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
3
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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:

Swagger-Meter 1.0

Our Research Question

Jesse Kunerth/iStock/Getty Images

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 YOLO Inc. and its product?

Picking the Best Measurement

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

  • Self-report Measure

  • Behavioral Measure

Question 4.2

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3
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true
Lev Mei/iStock/Getty Images

Picking the Best Measurement

Question 4.3

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3
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Incorrect.
true
Lev Mei/iStock/Getty Images

Picking the Best Measurement

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

  • Behavioral Trace

  • Behavioral Observation

  • Behavioral Choice

Question 4.4

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
3
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true
Lev Mei/iStock/Getty Images

Evaluating the Measure

Keep in mind that all measurements are approximate. In fact, every measurement consists of three parts:

  • 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 much of problem it might prove to be. First, let’s review the two types of measurement 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 systematic bias.

Question 4.5

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2
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Incorrect.
true

Question 4.6

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2
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Incorrect.
true

Question 4.7

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2
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true

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 4.8

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checklist_activity
checklist_question_1

Evaluating the Measure: A Checklist

Question 4.9

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checklist_question_1
2
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true
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 4.10

MwsAOuIelD2CrBctJj14gnNnZme18XqTrcFWENZ0h2lh17W63oxSAfMulKH0RUR/BKMthcp46Ii6hDw+jUscX8IHxT44ztU/gIOj538AgsI+ZaDeEVuJgaXiqvBwyHQWDPd/7u3EeqfOJTKD0Ln6Y8/0ubU2aqBKSDVcjhhLEGxJCIO0wwI5pLR/R6TcW11xHx6q9n9GynBnlguWa+2EBRPaa8d2Aex8cfx4t4xzhsMjPQ0XugEAwa9xAsmyajP+RKxWHtEB8mTjSOJFV3V8E3B3awFdfA+SwAaxl1Q0+eun/D8P5rQnS3y3Fn1S5DYLofRmVoi7kL+mhTcBvCSwv1KcoYLMeYOfW0PV+3XRRyfu9Nt9+ObOOB3nUcqRbBMNpfEKTpwddezFJEn9gwkD6307EnWiG83N0QPXMnmTGHwYwjGaB+TboAA9ejZx+98eJ4B+VIEqcVEmq71QvhHCE3TMtdOVwoKQS/ZEojVK5TAEifu/I6NsDEBxa3ZizvU46dt8YtABxBin8pqrb2xSdharrI4UvY2cIslSqxVrvG+X7jIcs21qXUCJDam9YJ+UgfyWUUxrNG+82g7HdfpTLTUroB2vIgKnFIMcx6HMZEd3AoapHgObZjefqnqqDTG9T4dyffXZ2NCH7bO6uBQjwCEUyctc/YOU478PjfcHlfTXcuwuIPQarOF6RVRTsCiFRBjQq8K/n1ssjOkdWvw0DGdYh3YKe6tgEUF+ruSJOp0LmSotM2sxYOkkDFlg9v6W+I1Eao4Lb5fFg+lcyVhUqXeVbeW8PcVIxNfwJrgeYtVhu7TCXuTtcjcLb7353inwHz6tD4Zq9txLV3Wm6q7uhleDfOVViA4PSKpZVNYXjamAMmRS6LDgCjtMHjV1EnYcF68VBtlEymhjFgcmLWY83zraU3C+aKSlN6bsJ7PZj+gb9TghIcesxU4Eh/8Ycu16B/Kl+5JNBToNE/VaRhHBOkWqJDxaIc7QJD8WupSL0j2s7Y1YlHt2XCvqhHSgzH3U7vae1SPNZ8S5xAR8aKuGlILxIJwgP487j6nzEJ1n/HOOykkKVzN4Fm5OgG5yGbn9tWHgGol38/muzxJNb325cQjrk6TglTjVy5zoRlPjvo/ZEA1PJu6bk9pbuYZPfArx2clTCe8tkmwtCeW0opWk41S6sECDI76m7BAgeohNEnCkdkSwVUkIIeQz3NLVndiid0+om5VsrEZ3huCJZOKWz59DYF+48CApeR5vzxz707k8VeAdU9J8NbzSarCIx3KJgcnnZo2wM6ca8A+A35ENfQ90/urjg7JNpt+gN5GXaLe5F9ECb5BzcAEx6EHZH0/h
3
Correct.
Try again.
Incorrect.
true
checklist_activity
checklist_question_2

Evaluating the Measure: A Checklist

Question 4.11

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checklist_question_2
2
Correct.
Try again.
Incorrect.
true
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 4.12

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3
Correct.
Try again.
Incorrect.
true

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 4.13

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
2
Correct.
Try again.
Incorrect.
true
checklist_activity
checklist_question_3

Evaluating the Measure: A Checklist

Question 4.14

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

Evaluating the Measure

So far you have determined that the Swagger-Meter 1.0 has adequate standardization, good sensitivity, and good reliability. Next you need to evaluate whether it actually measures what it claims to measure. That is, does it 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 the nearby mall where mall patrons of all ages could choose to test their swagger. Our test 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.”

  • Random Sampling

  • Convenience Sampling

Question 4.15

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
3
Correct.
Try again.
Incorrect.
true

Evaluating the Measure

Anytime someone uses data to support a claim being made on TV, in a magazine, in an advertisement, or, in this case, on 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 is to look at the source of the data, namely the sample used. Some common problems with samples that can bias data include:

  • Nonresponse Bias

  • Volunteer Subject Problem

  • College Sophomore Problem

Question 4.16

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
3
Correct.
Try again.
Incorrect.
true

Evaluating the Measure

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

For each of the following, indicate whether this finding undermines the validity of the Swagger-Meter 1.0 as a measure of swagger.

Question 4.17

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2
Correct.
Try again.
Incorrect.
true

Question 4.18

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
2
Correct.
Try again.
Incorrect.
true
checklist_activity
checklist_question_5

Evaluating the Measure

Question 4.19

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
checklist_question_5
3
Correct.
Try again.
Incorrect.
true
  • Demand Characteristics

  • Social Desirability Concerns

checklist_activity
checklist_question_4

Evaluating the Measure: A Checklist

Question 4.20

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checklist_question_4
2
Correct.
Try again.
Incorrect.
true
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 so, whether you should invest your money in this company.

Question 4.21

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3
Correct.
Try again.
Incorrect.
true
Adequate Poor
Standardization
Sensitivity
Reliability
Validity

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 4.22

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3
Correct.
Try again.
Incorrect.
true

Take Home Message

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

RapidEye/iStockphoto/Getty Images

Question 4.23

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4
Correct.
Try again.
Incorrect.
true

Congratulations! You have successfully completed this activity.

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