Lab_Exercise2

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Pennsylvania State University *

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310

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Communications

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Feb 20, 2024

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pdf

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2

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COM 310: Digital Media Metrics Instructor: Sangwook Lee Exercise 2 Reliability and Validity – Internal Consistency *Recall from last week… You are the Content Manager for a current affairs and news website, newsjunkie.com. The website was one of the early startups in online news and politics coverage, and has made a reputation for balanced and well-researched features and articles. But recently, the rise of highly partisan media like buzzfeed.com, and breitbart.com have eaten heavily into newsjunkie.com’s web traffic, and site visits are down 22% since the last quarter. Your CEO has ordered a thorough review of the website’s operations. In researching your main competition, you as Content Manager for newsjunkie.com, has found that other sites are practicing what can be called “adversarial journalism.” Adversarial journalism, also called “gotcha” journalism, focuses on personal attacks, scandals, finger- pointing and accusations, rather than political issues or policy. You suspect that that is the reason why other sites are attracting more traffic than your website. But you are not sure. So, you are launching a two-pronged attack: first, you are going to determine whether your own website’s content might be “adversarial.” Second, you want to survey your users to determine what they want from a news website. Study 2 – User Survey * For this exercise you need to install a data analysis plug-in For windows users : File >> Option >> Add ins >> Analysis Toolpak >> Manage, Go >> select Analysis ToolPak >> OK For MAC users: Tools >> Excel Add ins >> Analysis ToolPak >> OK To obtain information about the preferences of newsjunkie.com users, you also conducted an exit survey on your website. To gauge users’ preferences for balanced versus adversarial news, each survey respondent was presented with eight statements as follows, and asked to register their agreement or disagreement with each statement by choosing a number between 1 and 10 (1 indicating strong disagreement, and 10 indicating strong agreement). Q1: Facts, rather than opinions, matter in news coverage. Q2: American government today has been taken over by special interests. Q3: I prefer to make up my own mind about current affairs Q4: Reporters need to cover all sides of an issue fairly Q5: All points of view deserve a fair hearing Q6: A politician’s personality is MORE important than his or her problem-solving ability Q7: I find personal attacks and negative news discouraging Q8: The news media’s main responsibility is to inform, not entertain
COM 310: Digital Media Metrics Instructor: Sangwook Lee Before debuting the survey to the entire site, a pilot study of 50 respondents was conducted and the results are included in the excel file in Canvas, labeled Lab_Exercise2_Data.xlsx. Estimate the internal consistency of this instrument using: (a) inter-item correlation; (b) item-total correlation; (c) split half method; and (d) coefficient alpha. What modifications to the instrument might you suggest, based on these results? Step 1: Use the Analysis ToolPak in Excel to calculate the correlations between all items. What do you observe about the correlations? Is/are there any item(s) that present(s) a problem? How can you fix this? After finding the inter-item correlation, I saw that this data set has a positive correlation. There are no problems with this data. Step 2: (After fixing the problem) Define the index as the sum of all the items, use the Excel function SUM. Run correlations between the items and the Index. Are items and the Index correlated? The items and the index are correlated Step 3: Define sub-indices A and B, sub-index A as the SUM of items (as you define), and sub- index B as SUM of items (as you define) using the split-half method. Calculate the correlations of sub-indices A and B. Are they correlated? Sum: 2482 Step 4: Calculate the variances of all the items and the Index using the Excel function VAR. Calculate Cronbach Alpha, using the equation as follow. Note that K is the number of items in the Index. (EXTRA CREDIT, but highest score is 10 for this assignment)
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