Narissra Maria Punyanunt-Carter


Scales are a commonly used method for measuring variables in media and communication research. As researchers use scales designed in previous studies, they may find it necessary to alter the scale to fit the subjects or research conditions. The current study sought to explore the effects of these alterations by comparing scores on two scales when response options were changed. When response options were changed, significant differences occurred in the way subjects scored on the scales. This suggests that such alterations need to be carefully considered when designing a study. Findings from this study are especially beneficial for researchers collecting data for online instruments and organizational advancements.


media, measurement, scale

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