These are the original measures developed by McCroskey, Richmond, & Daly (1975). These are usable measures, but the alpha reliabilities have not been optimal. New measures are now being tested and will be provided here as soon as they are ready. There are three dimensions of homophily-attitude, background, and demographic. Demographic homophily can best be measured by observation of the similarity between people's background. Perceptions of demographic similarity have not proven to be stable. For the other two dimensions, these scales are acceptable, but alpha reliabilities on these measures, particularly on the background dimension, have often fallen below .70. Initial estimates for the new Likert type scales so far have consistently been above .80.
In the example noted below, Tom Brokaw, has been used as the target
person. In use, whatever person you wish to measure should be substituted.
This can be done by name, as with Tom Brokaw, or by description, such as
"my teacher," "my physician," or "my supervisor." The scales are presented
as separate measures below. However, they can be randomly combined into
an 8-item measure. However, the scores cannot be added together. Individual
scores for attitude and background must be competed.
Directions: On the scales below, indicate your feelings about
Tom Brokaw. Numbers 1 and 7 indicate a very strong feeling. Numbers 2 and
6 indicate a strong feeling. Numbers 3 and 5 indicate a fairly weak feeling.
Number 4 indicates that you are unsure or undecided. There are no right
or wrong answers.
2. Is different from me 1 2 3 4 5 6 7 Is similar to me
3. Thinks like me 7 6 5 4 3 2 1 Does not think like me
4. Doesn't behave like me
1 2 3 4
5 6 7
Behaves like me
1. Has status like mine 7 6 5 4 3 2 1 Has status different from mine
2. Is from a different social class 1 2 3 4 5 6 7 Is from the same social class
3. Is culturally different 1 2 3 4 5 6 7 Is culturally similar
4. Has an economic situation like mine 7 6
5 4 3 2
1 Does not have an
economic situation like mine
Add the numbers you circled for each measure separately.
Scores for each concept must be between 4 and 28.
McCroskey, J. C., Richmond, V. P., & Daly, J. A. (1975). The development
of a measure of perceived homophily in interpersonal communication. Human
Communication Research, 1, 323-332.