Chapter 11 Measurement Mc GrawHillIrwin Business Research Methods

Chapter 11 Measurement Mc. Graw-Hill/Irwin Business Research Methods, 10 e Copyright © 2008 by The Mc. Graw-Hill Companies, Inc. All Rights Reserved.

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

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

4 Characteristics of Measurement

5 Levels of Measurement Nominal Ordinal interval Ratio Classification

6 Types of Scales Nominal Ordinal interval Ratio

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

8 Levels of Measurement Nominal Ordinal interval Ratio Classification Order

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

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

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

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

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

Moving from Investigative to Measurement Questions 14

15 Sources of Error Respondent Situation Measurer Instrument

16 Evaluating Measurement Tools Validity Criteria Practicality Reliability

17 Validity Determinants Content Criterion Construct

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

19 Validity Determinants Content Construct

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

21 Validity Determinants Content Criterion Construct

22 Judging Criterion Validity Relevance Freedom from bias Criterion Reliability Availability

23 Understanding Validity and Reliability

24 Reliability Estimates Stability Internal Consistency Equivalence

25 Reliability Estimates Stability Internal Consistency Equivalence

26 Reliability Estimates Stability Internal Consistency Equivalence

27 Reliability Estimates Stability Internal Consistency Equivalence

28 Practicality Economy Convenience Interpretability

29 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