Concept cannot be measured until its Converted in to variables. Variables: It is a Property that takes on different values. Variables are classified in terms of their relationship with one another

1. CONCEPT, INDICATORS AND
VARIABLES
Prepared by
Ms Rijitha R
MA, M.Phil (Comm), SET
Assistant Professor, Department of EM

2. • Measuring a Concept:
• Concept cannot be measured until its
Converted in to variables.
• Variables: It is a Property that takes on
different values. Variables are classified in
terms of their relationship with one another.
• Example: Rich (Concept)
(Indicator)- Level of Richness
Asset of a person
Variable
(Income)

3. Variable
• A variable is any character or quality that
varies among the members of a particular
group.
• It can me measured
• Ex: Gender, eye colour etc

4. Types Of Variables

5. • Types of Variables:
• The casual relationship
• The study design
• The unit of Measurement

6. Casual relationship
• Responsible of bringing change in a situation
• Outcome variables, Which are effects, impacts
or consequences of a change variable.
• Variables which affect or influence the link
between cause and effect and connecting or
linking variables, which sometimes necessary
to complete the relationship between cause and
effect variable.

7. Casual Relationship
• Independent variable Dependent Variable
(Cause) (Outcome)
Linking
Variable (Intervening
Variable)
Extraneous Variable (Confounding
Variable)
Social Media Creates awareness on current
issues than Print media

8. • Independent Variables (Cause)
The independent variable is the variable the
researcher changes or controls and is assumed to
have a direct effect on the dependent variable. It
can be manipulated.
• Dependent Variables (Effect or Outcome)
A dependent variable is the variable being tested
and measured in a scientific experiment.
The dependent variable is 'dependent' on the
independent variable. As the experimenter
changes the independent variable, the effect on
the dependent variable is observed and recorded.

9. Example
How stress affects mental state of human
beings
Independent variable: STRESS
Dependent variable: MENTAL STATE OF
HUMAN BEINGS

10. Intervening variables (Linking
Variables) or Mediating variables
• It links the independent and dependent variables, but as
abstract processes, they are not directly observable during the
experiment.
Example:
Poverty Lack of access to Shorter
Health care Life span
(IV) (LV) (DV)
It is a variable that helps explain the relationship
between two variables

11. Intervening variables (Contd.)
• Example: 1
Higher education typically leads to higher
income
Independent: Higher education
Dependent: to higher income
Linking: Better occupation
Example: 2
Junk food leads to obesity

12. Demographic variables
• In research, demographic variables may be either categorical
(e.g., gender, race, marital status, psychiatric diagnosis) or
continuous (e.g., age, years of education, income, family size).
• Demographic characteristics most commonly used include:
Age.
Gender.
Race.
Ethnicity.
Geographic Area.
Educational attainment.
Income level.

13. 1. Gender-
Male, Female, others
2. Age: ............................................... (Years Completed at last birthday)
3.In the following list to which range does your monthly household income
fall (include salaries of all earning members of the household) (read out
and code one answer only)
1 2 3
Below Rs.5000 In between Rs.5001–Rs.15,000 In between Rs.15,001–
4 5
Rs.30,000 In between Rs.30,001-Rs.50,000 Above 51,000
4.People sometimes describe themselves as belonging to the working class,
the middle class, or the upper or lower class. Would you describe yourself
as belonging to the (read out and code one answer only):
1 2 3 4
Upper class Upper middle class Lower middle class Working
5
class Lower class

14. Extraneous Variables or Moderating
or Confounding Variables
• It happens sometimes that after completion of the
study we wonder that the actual result is not what
we expected.
• In spite of taking all the possible measures the
outcome is unexpected. It is because of
extraneous variables.
• Variables that may affect research outcomes but
have not been adequately considered in the study
are termed as extraneous variables.
• Extraneous variables exist in all studies and can
affect the measurement of study variables and
the relationship among these variables.

15. Example: the rise of OTT platforms has become
a boon for films
IV LV DV
OTT No of people Boon for Films
Platforms watch in OTT
EV
Theatre owner issues
Marketing and advertising

16. IV, DV and EV (Example)
SMOKING CANCER
(Assumed Cause) (Assumed Effect)
Independent Variable Dependent Variable
Affect the relationship
Age of a person
The extend of his/her smoking
Duration of smoking
Extraneous Variable

17. IV, DV, EV AND LV
• Variables in Marital issues
Mortality The extend of use of Fertility
Pills
IV LV DV
Level of education of the population
Socio economic status
Quality of health service
Motivation of Individual
Age of the individual
EV

18. Study Design
• Active Variables Attribute Variables
Can be changed Can’t be changed,
Manipulated and manipulated & reflect
Controlled
Ex: Different teaching Ex: Age, Gender etc
models

19. Active Variables and Attribute
Variables
Active Variables: Those variables that can be manipulated,
Changed or controlled.
Attribute Variables: Variables that cannot be manipulated,
Changed or controlled, that reflects the characteristics of the
population.
Active variables Attribute Variables
Different teaching models Age
Program service Gender
Food Habits Religion

20. • Unit of measurement
Qualitative Quantitative
Continuous Categorical
Have continuity in their measurement or Discrete
Constant Dichotomous Polytomous
One value Two value More than 2 value

22. Find out the IV and DV
1. Impact of Ban on TikTok among young users and TikTok
Celebrities
2. Media and its role in serving public interest on
marginalized groups
3. Effects on mass media on public opinion
4. Sexual violence and legal culture in New York against
Children
5. Effect of television advertisements for foods on food
consumption in children

23. Find out the IV and DV
6. Influence of talk shows in Tamil Televisions among
youth and middle aged people
7. The usage of memes in social media among teenagers.
8. Portrayal of women in Indian TV advertisements
9. The Association between mobile game addiction,
Depression, Social anxiety and loneliness among
students and working people
10. Violence in movies reinforce the behavioral patterns
of teenagers.

24. Thank you