3.4: Modalities of Measurement

• What are the three types of modalities of measurement?

  1. Self-Report
  2. Physiological
  3. Behavioural
• Self-Report Measure

  A measurement obtained by asking a participant to describe their own attitude, opinion, or behaviour.

  • The most direct way to assess a construct; this has more face validity. However, it is easy for participants to distort this measure. This undermines the validity of the measurement.
• Physiological Measurements

  Measurement obtained by recording a physiological activity such as heart rate.

  • This is a way to measure emotion that can't be objectively measured. An advantage is that this method is extremely objective and are not dependent on subjective interpretation. One disadvantage is that they require equipment that may be expensive or unavailable.
• Behavioural Measures

  A measurement obtained by the direct observation of an individual's behaviour.

  • Provides researchers with a vast number of options, making it possible to select the behaviours that seem to be best for defining and measuring the construct.
  • The behaviour may be the actual variable of interest and not jsut an indicator of some hypothetical construct. On the negative side, the behaviour may only be temporary or situational.