12 1 Chapter 12 Measurement 2 Learning Objectives

12 -1 Chapter 12 Measurement

2 Learning Objectives • Understand. . . • distinction between measuring objects, properties, and indicants of properties • similarities and differences between the four scale types used in measurement and when each is used • four major sources of measurement error • criteria for evaluating good measurement

3 Measurement “If you can’t measure it, you can’t manage it. ” Bob Donath, Consultant

4 Measurement Selecting measurable phenomena Developing a set of mapping rules Applying the mapping rule to each phenomenon

5 Exhibit 12 -1 Characteristics of Measurement

6 Types of Scales Nominal Ordinal interval Ratio

7 Levels of Measurement Nominal Ordinal interval Ratio Classification

8 Nominal Scales • Mutually exclusive and collectively exhaustive categories • Exhibits the classification characteristic only

9 Levels of Measurement Nominal Ordinal interval Ratio Classification Order

10 Ordinal Scales • Characteristics of nominal scale plus an indication of order • Implies statement of greater than and less than

11 Levels of Measurement Nominal Classification Order interval Classification Order Ratio Distance

12 Interval Scales • Characteristics of nominal and ordinal scales plus the concept of equality of interval. • Equal distance exists between numbers

13 Levels of Measurement Nominal Classification Order interval Classification Order Distance Ratio Classification Order Distance Natural Origin

14 Ratio Scales • Characteristics of previous scales plus an absolute zero point • Examples – Weight – Height – Number of children

Exhibit 12 -4 Moving from Investigative to Measurement Questions 15

16 Sources of Error Respondent Situation Measurer Instrument

17 Evaluating Measurement Tools Validity Criteria Practicality Reliability

18 Validity Determinants Content Criterion Construct

19 Increasing Content Validity Literature Search Content Expert Interviews Etc. Question Database Group Interviews

20 Validity Determinants Content Construct

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23 Increasing Construct Validity New measure of trust Known measure of trust Empathy Credibility

24 Validity Determinants Content Criterion Construct

25 Judging Criterion Validity Relevance Freedom from bias Criterion Reliability Availability

26 Exhibit 12 -6 Understanding Validity and Reliability

27 Reliability Estimates Stability Internal Consistency Equivalence

28 Reliability Estimates Stability Internal Consistency Equivalence

29 Reliability Estimates Stability Internal Consistency Equivalence

30 Reliability Estimates Stability Internal Consistency Equivalence

31 Practicality Economy Convenience Interpretability

32 Key Terms • • • Internal validity Interval scale Mapping rules Measurement Nominal scale Objects Ordinal scale Practicality Properties • Ratio scale • Reliability – Equivalence – Internal consistency – Stability • Validity – Construct – Contents – Criterion-related