Guttman Scale - Mass Media Research.pptx

Guttman scaling, also called scalogram analysis, is based on the idea that items can be arranged along a continuum in such a way that a person who agrees with an item or finds an item acceptable will also agree with or find acceptable all other items expressing a less extreme position. For example, here is a hypothetical four-item Guttman scale:
1. Indecent programming on TV is harmful to society. 2. Children should not be allowed to watch indecent TV shows. 3. Television station managers should not allow indecent programs on their stations. 4. The government should ban indecent programming from TV.

1. Guttman scaling, also called scalogram analysis, is based on the idea that items can be arranged along a continuum in such a way that a person who agrees with an item or finds an item acceptable will also agree with or find acceptable all other items expressing a less extreme position. For example, here is a hypothetical four-item Guttman scale: 1. Indecent programming on TV is harmful to society. 2. Children should not be allowed to watch indecent TV shows. 3. Television station managers should not allow indecent programs on their stations. 4. The government should ban indecent programming from TV. 10/14/2022 Guttman Scaling Muhammad Awais (facebook.com/awwaiis)

2. Presumably, a person who agrees with Statement 4 will also agree with Statements 1–3. Furthermore, if we assume the scale is valid, a person who agrees with Statement 2 will also agree with Statement 1 but will not necessarily agree with Statements 3 and 4. Because each score represents a unique set of responses, the number of items a person agrees with is the person’s total score on a Guttman scale. A Guttman scale requires a great deal of time and energy to develop. Although they do not appear often in mass media research, Guttman scales are common in political science, sociology, public opinion research, and anthropology. 10/14/2022 Muhammad Awais (facebook.com/awwaiis)