The document discusses the nature of concepts, constructs, and variables in language and research. Concepts are generalized ideas about classes of objects or attributes, while constructs are combinations of concepts designed for specific research purposes and cannot be directly measured. Variables serve as the empirical counterpart to constructs or concepts, characterized by changing qualities or quantities.

1. 
 Things we observe are the observable realities, which could
be physical or abstract. For purposes of identification of
reality we try to give a name to it. By using the name we
communicate with others and over time it becomes part of
our language.
 A concept is a generalized idea about a class of objects,
attributes, occurrences, or processes that has been given a
name. In other words a concept is an idea expressed as a
symbol or in words.
 Learning concepts is like learning language.
What is Concept?
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

2. 
 Concepts are everywhere, and you use them all the
time.
 Height…
 Height is a characteristic of physical objects, the
distance from top to bottom. All people, buildings,
trees, mountains, books and so forth have height.
 The connection is
 People can express the abstract idea to one another
using the symbols. arbitrary.
10/14/2022
Concepts are abstraction of
reality.
Muhammad Awais
(facebook.com/awwaiis)

3. 
 Speech Anxiety
 Table
 Message Length
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

4. 
 Constructs are the combination of concepts.
 They cannot directly measured.
 Third, a construct is usually designed for a specific
research purpose so that its exact meaning relates
only to the context in which it is found.
 Advertising involvement is a construct that is
difficult to see directly, and it includes the concepts
of attention, interest, and arousal.
10/14/2022
What is Construct?
Muhammad Awais
(facebook.com/awwaiis)

5. 
 Researchers can observe only its likely or presumed
manifestations. In some contexts, involvement means a subject’s
involvement with the product; in others, it refers to involvement
with the message or even with the medium. Its precise meaning
depends on the research context.
 Another example in mass communication research is the term
authoritarianism, which represents a construct defined to describe
a certain type of personality; it involves nine different concepts,
including conventionalism, submission, superstition, and cynicism.
Authoritarianism itself cannot be seen, so some type of
questionnaire or standardized test is used to determine its
presence. The results of such tests indicate what authoritarianism
might be and whether it is present under given conditions, but the
tests do not provide exact definitions for the construct itself.
10/14/2022
Muhammad Awais
(facebook.com/awwaiis)

6. 
 The empirical counterpart of a construct or concept
is called a variable.
 A variable is defined as anything that has a quantity
or quality that varies.
10/14/2022
What is Variable?
Muhammad Awais
(facebook.com/awwaiis)