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On the Adequacy of the Experimental Approach to Construct Validation:
The Case of Advertising Literacy

Farhang, Afsaneh | 2018

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 51301 (31)
  4. University: Sharif University of Technology
  5. Department: Languages and Linguistics Center
  6. Advisor(s): Salehi, Mohammad
  7. Abstract:
  8. Given the significance of providing any logical and empirical pieces of evidence to “support the assentation that a test measures the construct as defined and nothing else” (Ary et al., 2013, p. 248), numerous studies have been conducted to investigate construct validity, adopting various approaches. However, there are few studies employing the experimental approach to validation. The current study is aimed at obtaining statistically persuading evidence to answer the question regarding the adequacy of the experimental approach to construct validation, drawing upon the concept of advertising literacy as the construct of the researcher’s concern. To meet this end, the researcher, having adopted the experimental approach to construct validation, pursued three sequential phases of experimentation, test administration, and validation, respectively. The experimentation phase, being primarily focused on the instruction of authentic advertisements, was followed by the administration of a test, namely, advertising literacy test. Moreover, to verify the known effect of the experimentation, an independent samples t-test was run; there was a significant difference between the experimental and control groups in terms of their performance on the test of advertising literacy. The closing phase, was devoted to gathering evidence for verification or falsification of the desired construct validity of the test. Hence, it was referred to the divergence of scores on the test of advertising literacy and a midterm examination of general English proficiency; the results indicated a low correlation between the two sets of scores. Therefore, it could be argued that the test of advertising literacy enjoyed a desirable degree of construct validity. Accordingly, the adequacy of the experimental approach, is evidentially verified
  9. Keywords:
  10. Validation ; Advertisement ; Testing Validity ; Conslruct Validity ; Advertising Literacy

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