Measurement Scaling Reliability Validity CHAPTER 12 1 Chapter

Measurement: Scaling, Reliability, Validity CHAPTER 12 1

Chapter Objectives n n Know the characteristics and power of the four types of scales- nominal, ordinal, interval, and ratio. Know how and when to use the different forms of rating scales and ranking scales. Explain stability and consistency and how they are established. Discuss what “goodness” of measures means, and why it is necessary to establish it in research. 2

Scale n Is a tool or mechanism by which individuals are distinguished as to how they differ from one another on the variables of interest to our study. 3

scales(Data type information) n 1. 2. 3. 4. There are four basic types of scales: Nominal Scale Ordinal Scale Interval Scale Ratio Scale 4

scales n n The degree of sophistication to which the scales are fine-tuned increases progressively as we move from the nominal to the ratio scale. The information on the variables can be obtained in greater detail when we employ an interval or a ratio scale than the other two scales. 5

scales n With more powerful scales, increasingly sophisticated data analyses can be performed, which in turn, means that more meaningful answers can be found to our research questions. 6

Nominal Scale n n n A nominal scale is one that allows the researcher to assign subjects to certain categories or groups. What is your department? O Marketing O Maintenance O Production O Servicing O Sales O Public Relations O Finance O Personnel O Accounting What is your gender? O Male O Female 7

Nominal Scale n n For example, the variable of gender, respondents can be grouped into two categories- male and female. Notice that there are no third category into which respondents would normally fall. 8

Nominal Scale n The information that can be generated from nominal scaling is to calculate the percentage (or frequency) of males and females in our sample of respondents. 9

Example 1 n n Nominally scale the nationality of individuals in a group of tourists to a country during a certain year. We could nominally scale this variable in the following mutually exclusive and collectively exhaustive categories. American Japanese Russian Malaysian Chinese German Arabian Other 10

Example 1 n Note that every respondent has to fit into one of the above categories and that the scale will allow computation of the numbers and percentages of respondents that fit into them. 11

Ordinal Scale n n Ordinal scale: not only categorizes variables in such a way as to denote differences among various categories, it also rank-orders categories in some meaningful way. What is the highest level of education you have completed? O Less than High School O High School/GED Equivalent O College Degree O Masters Degree O Doctoral Degree 12

Ordinal Scale n The preference would be ranked ( from best to worse; or from first to last) and numbered as 1, 2, 3, and so on. 13

Example 2 n Rank the following five characteristics in a job in terms of how important they are for you. You should rank the most important item as 1, the next in importance a 2, and so on, until you have ranked each of them 1, 2, 3, 4, or 5. 14

Example 2 (Cont. ) n Job Characteristic Ranking The opportunity provided by the job to: 1. Interacts with others _____ 2. Use different skills _____ 3. Complete a task to the end _____ 4. Serve others _____ 5. Work independently _____ 15

Example 2 (Cont. ) n This scale helps the researcher to determine the percentage of respondents who consider interaction with others as most important, those who consider using a number of skills as most important, and so on. Such knowledge might help in designing jobs that would be seen as most enriched by the majority of the employees. 16

Example 2 (Cont. ) n n We can see that the ordinal scale provides more information than the nominal scale. Even though differences in the ranking of objects, persons are clearly known, we do not know their magnitude. This deficiency is overcome by interval scaling. 17

Interval Scale n Interval scale: whereas the nominal scale allows us only to qualitatively distinguish groups by categorizing them into mutually exclusive and collectively exhaustive sets, and the ordinal scale to rank-order the preferences, the interval scale lets us measure the distance between any two points on the scale. 18

Interval scale © 2009 John Wiley & Sons Ltd. www. wileyeurope. com/college/sekaran 19

Example 3 a n Indicate the extent to which you agree with the following statements as they relate to your job, by circling the appropriate number against each, using the scale given below. strongly disagree 1, Disagree 2 Neither Agree Nor Disagree 3 Agree 4, Strongly Agree 5. 20

Example 3 a (Cont. ) n The following opportunities offered by the job are very important to me: Interacting with others 1 2 3 4 5 Using a number of different skills 1 2 3 4 5 Completing a task from beginning to end 1 2 3 4 5 Serving others 1 2 3 4 5 Working independently 1 2 3 4 5 21

Example 3 a (Cont. ) n n Suppose that the employees circle the numbers 3, 1, 2, 4, and 5 for the five items. The magnitude of difference represented by the space between points 1 and 2 on the scale is the same as the magnitude of difference represented by the space between points 4 and 5, or between any other two points. Any number can be added to or subtracted from the numbers on the scale, still retaining the magnitude of the difference. 22

Example 3 a (Cont. ) n n If we add 6 to the five points on the scale, the interval scale will have the numbers 7, 8, …. . , 11 ( instead of 1 to 5). The magnitude of the difference between 7 and 8 is still the same as the magnitude of the difference between 9 and 10. It has an arbitrary origin. 23

Example 3 b n Circle the number that represents your feelings at this particular moment best. There are no right or wrong answers. Please answer every question. 1. I invest more in my work than I get out of it I disagree completely 1 2 3 4 5 I agree completely 2. I exert myself too much considering what I get back in return I disagree completely 1 2 3 4 5 I agree completely 3. For the efforts I put into the organization, I get much in return I disagree completely 1 2 3 4 5 I agree completely 24

Ratio Scale n n Ratio scale: overcomes the disadvantage of the arbitrary origin point of the interval scale, in that it has an absolute (in contrast to an arbitrary) zero point, which is a meaningful measurement point. What is your age? 26

Ratio Scale 26

Ratio Scale n n The ratio scale is the most powerful of the four scales because it has a unique zero origin ( not an arbitrary origin). The differences between scales are summarized in the next Figure. 27

The differences between scales 28

Properties of the Four Scales

Developing Scales n n The four types of scales that can be used to measure the operationally defined dimensions and elements of a variable are: Nominal, Ordinal, Interval, and Ratio scales. It is necessary to examine the methods of scaling (assigning numbers or symbols) to elicit the attitudinal responses of subjects toward objects, events, or persons. 30

Developing Scales n Categories of attitudinal scales: (not to be confused with the four different types of scales) Ø The Rating Scales Ø The Ranking Scales 31

Developing Scales n n Rating scales have several response categories and are used to elicit responses with regard to the object, event, or person studied. Ranking scales, make comparisons between or among objects, events, or persons and elicit the preferred choices and ranking among them. 32

Rating Scales n 1. 2. 3. 4. The following rating scales are often used in organizational research. Dichotomous scale Category scale Likert scale Numerical scale 33

Rating Scales 5. 6. 7. 8. 9. 10. Semantic differential scale Itemized rating scale Fixed or constant sum rating scale Stapel scale Graphic rating scale Consensus scale 34

Dichotomous Scale n n Is used to elicit a Yes or No answer. (Note that a nominal scale is used to elicit the response) Example 4 Do you own a car? Yes No 35

Category Scale n n It uses multiple items to elicit a single response. Example 5 Where in Jordan do you reside? Amman Mafraq Irbid Zarqa Other 36

Likert Scale Is designed to examine how strongly subjects agree or disagree with statements on a 5 -point scale as following: _________________ n Strongly Neither Agree Strongly Disagree Nor Disagree Agree 1 2 3 4 5 ___________________________ 37

Likert Scale n This is an Interval scale and the differences in responses between any two points on the scale remain the same. 38

Semantic Differential Scale n We use this scale when several attributes are identified at the extremes of the scale. For instance, the scale would employ such terms as: Good – Bad Strong – Weak Hot – Cold 39

Semantic Differential Scale n n This scale is treated as an Interval scale. Example 6 What is your opinion on your supervisor? Responsive-------Unresponsive Beautiful---------Ugly Courageous-------Timid 40

Numerical Scale n Is similar to the semantic differential scale, with the difference that numbers on a 5 points or 7 -points scale are provided, as illustrated in the following example: How pleased are you with your new job? Extremely Extremlely pleased 5 4 3 2 1 displeased 41

Itemized Rating Scale n n A 5 -point or 7 -point scale is provided for each item and the respondent states the appropriate number on the side of each item. This uses an Interval Scale. Example 7(i) Respond to each item using the scale below, and indicate your response number on the line by each item. 1 2 3 4 5 Very unlikely neither likely very likely unlikely nor likely ----------------------------------------I will be changing my job in the near future. ---- 42

Itemized Rating Scale n n Note that the above is balanced rating with a neutral point. The unbalance rating scale which does not have a neutral point, will be presented in the following example. 43

Itemized Rating Scale n Example 7(ii) Circle the number that is closest to how you feel for the item below: Not at all interested Somewhat interested Moderately interested Very much interested 1 2 3 4 ----------------------------------------How would you rate your interest 1 2 3 4 In changing current organizational Policies? 44

Fixed or Constant Sum Scale n n The respondents are asked to distribute a given number of points across various items. Example : In choosing a toilet soap, indicate the importance you attach to each of the following five aspects by allotting points for each to total 100 in all. Fragrance ----Color ----Shape ----Size ----_____ Total points 100 This is more in the nature of an ordinal scale. 45

Stapel Scale n This scale simultaneously measures both the direction and intensity of the attitude toward the items under study. The characteristic of interest to the study is placed at the center and a numerical scale ranging, say from +3 to – 3, on either side of the item as illustrated in the following example: 46

Example 8: Stapel Scale n State how you would rate your supervisor’s abilities with respect to each of the characteristics mentioned below, by circling the appropriate number. +3 +3 +3 +2 +2 +2 +1 +1 +1 Adopting modern Product Interpersonal Technology Innovation Skills -1 -1 -1 -2 -2 -2 -3 -3 -3 47

Graphic Rating Scale n A graphical representation helps the respondents to indicate on this scale their answers to a particular question by placing a mark at the appropriate point on the line, as in the following example: 48

Graphic Rating Scale n n Example 9 On a scale of 1 to 10, how would you rate your supervisor? 10 5 1 49

Ranking Scales n Are used to tap preferences between two or among more objects or items (ordinal in nature). However, such ranking may not give definitive clues to some of the answers sought. 50

Ranking Scales n Example 10 There are 4 product lines, the manager seeks information that would help decide which product line should get the most attention. Assume: 35% of respondents choose the 1 st product. 25% of respondents choose the 2 nd product. 20% of respondents choose the 3 rd product. 20% of respondents choose the 4 th product. 100% 51

Ranking Scales n n n The manager cannot conclude that the first product is the most preferred. Why? Because 65% of respondents did not choose that product. We have to use alternative methods like Forced Choice, Paired Comparisons, and the Comparative Scale. We will describe the Forced Choice as an example. 52

Forced Choice n The forced choice enables respondents to rank objects relative to one another, among the alternative provided. This is easier for the respondents, particularly if the number of choice to be ranked is limited in number. 53

Forced Choice n Example 11 Rank the following newspapers that you would like to subscribe to in the order of preference, assigning 1 for the most preferred choice and 5 for the least preferred. ------- • ﺍﻟﺪﺳﺘﻮﺭ ----- • ﺍﻟﺮﺃﻲ ---- • ﺃﺨﺒﺎﺭ ﺍﻟﻴﻮﻡ ------ • ﺍﻟﻐﺪ ---- • ﺷﻴﺤﺎﻥ 54

Goodness of Measures n It is important to make sure that the instrument that we develop to measure a particular concept is accurately measuring the variable, and we are actually measured the concept that we set out to measure. 55

Goodness of Measures n We need to assess the goodness of the measures developed. That is, we need to be reasonably sure that the instruments we use in our research do indeed measure the variables they are supposed to, and that they measure them accurately. 56

Goodness of Measures

Goodness of Measures n Ø Ø How can we ensure that the measures developed are reasonably good? First an item analysis of the responses to the questions tapping the variable is done. Then the reliability and validity of the measures are established. 58

Item Analysis n n Item analysis is done to see if the items in the instrument belong there or not. Each item is examined for its ability to discriminate between those subjects whose total scores are high, and those with low scores. In item analysis, the means between the high-score group and the low-score group are tested to detect significant differences through the t-values. 59

Item Analysis n The items with a high t-value are then included in the instrument. Thereafter, tests for the reliability of the instrument are done and the validity of the measure is established. 60

Reliability n Reliability of measure indicates extent to which it is without bias and hence ensures consistent measurement across time (stability) and across the various items in the instrument (internal consistency). 66

Stability n Stability: ability of a measure to remain the same over time, despite uncontrollable testing conditions or the state of the respondents themselves. n n Test–Retest Reliability: The reliability coefficient obtained with a repetition of the same measure on a second occasion. Parallel-Form Reliability: Responses on two comparable sets of measures tapping the same construct are highly correlated. 84 62

Test-Retest Reliability n n When a questionnaire containing some items that are supposed to measure a concept is administered to a set of respondents now, and again to the same respondents, say several weeks to 6 months later, then the correlation between the scores obtained is called the test-retest coefficient. The higher the coefficient is, the better the test-retest reliability, and consequently, the stability of the measure across time. 63

Parallel-Form Reliability n n When responses on two comparable sets of measures tapping the same construct are highly correlated, we have parallel-form reliability. Both forms have similar items and the same response format, the only changes being the wording and the order or sequence of the questions. 64

Parallel-Form Reliability n n What we try to establish in the parallel-form is the error variability resulting from wording and ordering of the questions. If two such comparable forms are highly correlated (say 8 and above), we may be fairly certain that the measures are reasonably reliable, with minimal error variance caused by wording, ordering, or other factors. 65

Internal Consistency n Internal Consistency of Measures is indicative of the homogeneity of the items in the measure that tap the construct. n Inter-item Consistency Reliability: This is a test of the consistency of respondents’ answers to all the items in a measure. The most popular test of inter-item consistency reliability is the Cronbach’s coefficient alpha. n Split-Half Reliability: Split-half reliability reflects the correlations between two halves of an instrument. 72

Validity n n Validity tests show well an instrument that is developed measures the particular concept it is intended to measure. Validity is concerned with whether we measure the right concept. Several types of validity tests are used to test the goodness of measures: content validity, criterion-related validity, and construct validity. 67

Content Validity n n n Content validity ensures that the measure includes an adequate and representative set of items that tap the concept. The more the scale items represent the domain of the concept being measured, the greater the content validity. In other words, content validity is a function of how well the dimensions and elements of a concept have been delineated. 68

Criterion-Related Validity n n Criterion-Related Validity is established when the measure differentiates individuals on a criterion it is expected to predict. This can be done by establishing what is called concurrent validity or predictive validity. Concurrent validity is established when the scale discriminates individuals who are known to be different; that is, they should score differently on the instrument as in the following example. 69

Criterion-Related Validity n Example 12 If a measure of work ethic is developed and administered to a group of welfare recipients, the scale should differentiate those who are enthusiastic about accepting a job and glad of a opportunity to be off welfare, from those who would not want to work even when offered a job. 70

Example 12 (Cont. ) n n Those with high work ethic values would not want to be on welfare and would ask for employment. Those who are low on work ethic values, might exploit the opportunity to survive on welfare for as long as possible. If both types of individuals have the same score on the work ethic scale, then the test would not be a measure of work ethic, but of something else. 71

Construct Validity n n n Construct Validity testifies to how well the results obtained from the use of the measure fit theories around which the test is designed. This is assessed through convergent and discriminant validity. Convergent validity is established when the scores obtained with two different instruments measuring the same concept are highly correlated. Discriminant validity is established when, based on theory, two variables are predicted to be uncorrelated, and the scores obtained by measuring them are indeed empirically found to be so. 72

Goodness of Measures n n n Goodness of Measures is established through the different kinds of validity and reliability. The results of any research can only be as good as the measures that tap the concepts in theoretical framework. Table 7. 2 summarizes the kinds of validity discussed in the lecture. 73

Validity . 74