Psychometric Properties of Big Data-Derived Audience Measures: Validity, Reliability, and Construct Equivalence
Author Name: Kanwar AdhiRaj Singh Jodha Date: 27-03-2026 Big data methodologies have transformed audience measurement in journalism, replacing sample-based surveys with census-level behavioral observation of digital news consumption. Yet the psychometric properties of big data-derived audience measures — their validity, reliability, and construct equivalence across demographic groups and platforms — remain largely unexamined, creating an […]