PSYCHOMETRIC STUDIO

A Super Introductory Paper Into Consumer Psychology And Brand Development By Pat Freeland-Small

A super introductory paper into Consumer Psychology and Brand Development by Pat Freeland-Small, Head, Marketing, Communications and Events, Australian Psychological Society (APS).

SOURCE: https://www.psychology.org.au/Content.aspx?ID=7978

Here are some key takeaways for me:

The Five Cs of branding:

• Consistency
• Continuity
• Communication
• Cooperation
• Control

The role of Old Media versus New Media in brand development (advertising):

“Carefully crafted film-based advertising is still the most efficient way to build an emotional brand connection, and to develop powerful brand equity. Social media and recommendations from key influencers are becoming increasingly important in driving initial brand consideration among consumer groups.”

The Brand Building Pyramid:

The brand building pyramid highlights that “consumers respond in both rational and emotional ways in their purchase decisions”. Note the stimulus / response approach in describing the behaviour of consumers.

CONQUEST Manual Is Located Here

The CONQUEST Command Reference Manual (version 4) 2016 by  Ray Adams and Alejandra Osses is located here:

https://www.acer.org/files/Command-Reference.pdf

 

 

 

More Big Ideas In Number From Professor Dianne Siemon

More Big Ideas In Number From Professor Dianne Siemon. See https://www.eduweb.vic.gov.au/edulibrary/public/teachlearn/student/devbigideas.pdf

This reference is a useful teaching resource for primary school teachers. But for my purposes, I think the starting quote from McIntosh (1997) Number Sense in School Mathematics is super and can be applied to many scientific / technological situations including human measurement.

“... NUMBER SENSE refers to a person’s general understanding of number and operations along with the ability and inclination to use this understanding in flexible ways to make mathematical judgements and to develop useful and efficient strategies for managing numerical situations. It results in a view of numbers as meaningful entities and the expectation mathematical manipulations and outcomes should make sense. Those who use mathematics in this way continually utilise a variety of internal ‘checks and balances’ to judge the reasonableness of numerical outcomes” (page 3).

SOURCE: http://ro.ecu.edu.au/cgi/viewcontent.cgi?article=7819&context=ecuworks

Myth Busting Prof. John Hattie Style

More great stuff in Dispelling Education Myths from Prof. John Hattie (SOURCE:

https://www.slrc.org.au/dispelling-educational-myths/ )

Some really useful quotes for practitioners. Myth busting Prof. John Hattie style!

 

Some of the most effective learning happens when teachers ask students what they predict their results will be before a test. Upon establishing a student’s expectations of their own abilities, a successful teacher will challenge them by saying they can do better. What a student achieved yesterday should never be okay tomorrow.

 

Professor Hattie says the preoccupation with class size is an enigma; what’s really important is that the teacher learns to be an expert in their own class, no matter what size it is.

 

The best teachers encourage their students to be active and engaged in the classroom, exploring ideas, and not just passively listening.

 

Research shows that when teachers actively teach kids, they have more than three times more effect on students’ results than when simply facilitating learning.

Key Takeaways From Prof. John Hattie (2015) Slides

Key Takeaways From Prof. John Hattie (2015) Slides. A great find on the net.

Some great slides about learning strategy, and the use of appropriate feedback about error/mistakes to drive further learning.

Learning strategies:

• An over emphasis on surface knowing
• The mantra should be “surface to deep to transfer”
• The importance of the skill and the will (as both input and outputs)
• The underestimation of skills of transfer
• The difference between initial and consolidating learning
• Strategies taught in context
• All strategies are teachable
• The role of measurement

“Errors are a natural by-product of exploratory learning.”

Feedback feeds on error:

• Reframing errors
• Error management
• Productive failure
• Desirable difficulties
• Impasse driven
• The Pit of Confusion
• Reframing errors

The use of mistakes and error to drive appropriate feedback in order to drive further learning. (To understand “The Pit of Confusion” see the graphic in the slides)

SOURCE: https://www.slrc.org.au/wp-content/uploads/2015/03/Hattie-How-we-learn-Brisbane1.pdf

Plus the great Michael Jordan quote about success and failure:

“I've missed more than 9000 shots in my career. I've lost almost 300 games. 26 times, I've been trusted to take the game winning shot and missed. I've failed over and over and over again in my life. And that is why I succeed.”

SOURCE: https://www.brainyquote.com/quotes/quotes/m/michaeljor127660.html

Latest APS Information On The Use Of Testimonials By Psychologists For Education / Training Workshop And Books

Here is the latest information from the Australian Psychological Society (APS) on the use of testimonials by psychologists for education / training workshops and books:

“The APS sought clarification on the use of testimonials where psychologists are providing services that are not health-related, such as in the publication of books and the provision of education/training workshops. The PsyBA confirmed that the National Law is specific to the provision of a health service and does not prohibit the use of testimonials in the provision of education/training and in published books as long as the testimonial does not refer to clinical care and complies with all other advertising requirements.”

SOURCE: https://www.psychology.org.au/Content.aspx?ID=7982

Professional Practice: Psychology regulatory requirements: Revisiting our obligations

(INPSYCH June 2017)

https://www.psychology.org.au/inpsych/2017/#June2017

PsyBA = Psychology Board of Australia (AHPRA - Australian Health Practitioner Regulation Agency)

What Is Learning? By Prof. John Hattie (2015)

What Is Learning? By Prof. John Hattie (2015)

“What is learning? – The process of developing sufficient surface knowledge to then move to deeper understanding such that one can appropriately transfer this learning to new tasks & situations.”

Can we measure the difference between surface knowledge and deep knowledge? Has anyone tried to explore the difference in logits?

 

SOURCE: https://www.slrc.org.au/wp-content/uploads/2015/03/Hattie-How-we-learn-Brisbane1.pdf

Prof. John Hattie 2015 Slides on the SLRC website - Can we teach strategies for learning? What evidence does the Science of Learning provide?

Roger Federer And Ranking Points In Tennis - What Do The Numbers Mean?

Roger Federer made some interesting comments about ranking points in tennis last week. This got me thinking about - What do the numbers mean?

Ranking systems in sports are not straightforward. They are controversial. Of course, the devil is in the detail.

What do the numbers or points or the ranks mean? We must explore these issues with data analysis - comparing and contrasting …

Here is a view from champion tennis player Roger Federer:

“Federer does concede, though, that there are flaws in the ranking system, which do not help players to climb as quickly as before. He can recall once claiming bonus points for beating higher-ranked players, before that rule was phased out in the late 1990s.”

“Federer even said that he is benefiting from the sizeable gap between the ranking points at grand-slam events and regular tournaments. After winning Wimbledon, he is now ranked No 3, despite having played only seven events in the past 12 months.”

““That’s why, by playing little and making so many points at grand-slam level, it puts me in a totally different situation where I can really start picking and choosing my moments when to attack,” Federer said.”

18 July 2017 (After Roger Federer won Wimbledon for the Eighth time. A truly amazing feat.)

SOURCE: http://www.theaustralian.com.au/sport/the-times-sport/roger-federer-takes-shot-at-next-generation-of-tennis-players/news-story/3e35a37db4bb4aaae7cafdeb6b77315e

We can use these comments as a hypothesis, our way into the dataset…

Do the numbers or points have the same meaning here (e.g. between grand-slam events versus regular tournaments)? Would you get a significantly different outcome or ordering? Does each player have the same access to opportunities across the scale of rankings? Or is the ranking system distorted for certain players (e.g. new players versus existing players with a track record)?

The Great Escape (Movie) And A Bad Test

I was watching a re-run of the movie The Great Escape yesterday and discovered another brilliant set of quotes about measurement (or should I say test design).

I wonder what would happen if you put all the bad, mis-fitting items together into one test. What would be the result? What would happen to the test scores?

 

Here is the clip from the movie and the dialogue script follows:

https://www.youtube.com/watch?v=fzE7Zukwv3g

I am Colonel Von Luger. Please sit down.

Group Captain Ramsey, in the past four years the Reich has been forced to spend an enormous amount of time, energy, manpower and equipment hunting down escaping prisoner-of-war officers.

At least it's rather nice to know you're wanted, isn't it?

For us it's not a matter for levity.

There will be no escapes from this camp.

Colonel Von Luger, it is the sworn duty of all officers to try to escape.

If they can't, it is their duty to cause the enemy to use an inordinate number of troops to guard them and their sworn duty to harass the enemy to the best of their ability.

Yes, I know.

The men under your authority have been most successful.

This man, Ashley-Pitt, for example.

Caught in the North Sea, escaped, recaptured, escaped, recaptured.

Archibald "Archie" Ives: Eleven escape attempts.

Even tried to jump out of the truck coming here.

Dickes, William.

Known to have participated in digging of eleven escape tunnels.

Flight Lieutenant Willinski: four escapes.

MacDonald: nine.

Hendley, the American: five.

Haynes: four. Sedgwick: seven.

The list is almost endless.

One man here has made seventeen attempted escapes.

Group Captain, this is close to insanity.

- Quite.

- And it must stop!

Colonel, do you expect officers to forget their duty?

No.

It is because we expect the opposite that we have brought you here.

This is a new camp.

It has been built to hold you and your men.

It is organised to incorporate all we have learned of security measures.

And in me, you will not be dealing with a common jailer, but with a staff officer personally selected for the task by the Luftwaffe high command.

We have in effect put all our rotten eggs in one basket, and we intend to watch this basket carefully.

Very wise.

The quote is then repeated in the movie here:

http://www.tcm.com/mediaroom/video/1168457/Great-Escape-The-Movie-Clip-All-The-Rotten-Eggs.html

with the dialogue script below:

- I saw Willie and Willinski with Mac.

- A lot of old friends here.

- How long have you been here, sir?

- Arrived today.

New camp, expert guards, the elite.

You met the commandant?

Yes, I did.

What were the Gestapo and the SS doing with you?

They wanted to find out who helped me to the border.

Who else is here? Cavendish?

- Nimmo and Sorren?

- Griffith, Haynes.

- Blythe?

- Yes.

Almost the whole X organisation.

Almost. They cleaned out all the other camps and dumped us in this one.

As Von Luger put it:

"All the rotten eggs in one basket."

There's madness in their method.

What about Tommy Bristol?

No, but there's an American - Hendley.

Is he a scrounger, blackmailer?

- MacDonald says he's the best.

- Good.

 

SCRIPT SOURCE: http://www.script-o-rama.com/movie_scripts/g/great-escape-script-transcript-mcqueen.html

Many thanks!

 

P.S. Notice too that the behaviour you want to measure is defined by the persons or people you describe. Another great piece of measurement of advice when developing a test (especially a clinical test).

Measurement Dogma

A top quote about dogma by Henry Ergas in today’s Australian newspaper:

“A dogma, Groucho Marx might have said, is a man’s best friend. After all, no one could deny that a fixed set of beliefs can sustain good combat, soothe defeat and simplify hard choices.”

SOURCE: http://www.theaustralian.com.au/news/inquirer/australian-liberalism-is-conservative-in-sense-disraeli-would-appreciate/news-story/40456523329506aebe2dc14fd2009fe2?login=1

One of the great things about following the Rasch Measurement Model is that any dispute about “measurement dogma” can be verified by examining the properties of the model itself. For instance, my latest paper is testing the assumption of the Rasch model concerning the stability of item parameters / estimates across different samples.