Key Terms (pp. 344-347)
discriminant validity- The ability of some measure to have a low correlation with measures of dissimilar concepts (p. 344.)
sensitivity- A measurement instrument?s ability to acutely measure variability in stimuli or responses(p. 355)
Examples of Key Terms
Discriminant validity may be demonstrated by the alphabet flash cards helping my daughter to improve her counting abilities due to the focus on memorization.
The range of responses on United Parcel Service?s ERI survey demonstrates the sensitivity of a scale.
Reliability and Validity
The measure of a man?s physiological response to a porterhouse steak (ex. saliva production) on a restaurant?s menu may be highly reliable. Though the response doesn?t constitute a valid measure of purchase intention, because it doesn?t consider his wife asking him to try a healthier chicken platter. This example illustrates the difference between reliability and validity.