Increasingly used by behavioral and social scientists, implicit measures involve investigating core psychological constructs in ways that bypass people's willingness and ability to report their feelings and beliefs. Focused on two primary assessment tools, evaluative priming and the Implicit Association Test, this Implicit Measures volume is designed for serious practitioners and beginning researchers in social and personality psychology.
The book provides an overview of each measure, describing its theoretical underpinnings and construct validity. Each chapter then lays out “best practices” for successfully designing each method and analyzing results, revealing how to avoid common pitfalls. This volume will enable students of implicit measures to decide when and how to use them in their own research, and educate consumers of research about the accomplishments and challenges of using these state-of-the art assessment techniques.
This text will be perfect for all advanced students and researchers in social and personality psychology using implicit measures as part of their studies or research.
Chapter 5: Basic Operations
Chapter 5 provides some basic information that is broadly applicable to implicit measures, and that will help you get started. It includes a brief discussion of computer programs and where to find useful information that will help you design and analyze the data from your own measures. I will also briefly cover collecting response latency data on the Internet. Most of the chapter is devoted to covering the basics pertinent to implicit measures, such as basic design issues, how to bring data into statistical packages, and how to transform and analyze the data. Because it is popular, commands are written for SPSS (Statistical Package for the Social Sciences).
There are many computer programs available for building implicit measures, including MediaLab, PsyScope, and ...