Business Research Methods William G. Zikmund Chapter 13: Measurement.
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Business Research Methods
William G. Zikmund
Chapter 13:
Measurement
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CONCEPT
A GENERALIZED IDEA ABOUT A CLASS OF OBJECTS,
ATTRIBUTES, OCCURRENCES, OR PROCESSES.
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OPERATIONAL DEFINITION
specifies what the researcher must do to measure the concept under
investigation
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Copyright © 2000 by Harcourt, Inc. All rights reserved.
Media skepticism
• Media skepticism is the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those who completely discount and disbelieve the facts, values, and portrayal of reality in the media.
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“Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true?”
1.The program was not very accurate in its portrayal of the problem.
2.Most of the story was staged for entertainment purposes.
3.The presentation was slanted and unfair.
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SCALE
• SERIES OF ITEMS
• ARRANGED ACCORDING TO VALUE
• FOR THE PURPOSE OF QUANTIFICATION
• A CONTINUOUS SPECTRUM
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NOMINAL SCALE
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ORDINAL SCALE
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INTERVAL SCALE
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RATIO SCALE
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SCALE PROPERTIES
• UNIQUELY CLASSIFIES
• PRESERVES ORDER
• EQUAL INTERVALS
• NATURAL ZERO
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NOMINAL SCALE PROPERTIES
• UNIQUELY CLASSIFIES
• Sammy Sosa # 21
• Mark McGwire # 25
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ORDINAL SCALE PROPERTIES
• UNIQUELY CLASSIFIES
• PRESERVES ORDER
• WIN, PLACE & SHOW
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INTERVAL SCALE PROPERTIES
• UNIQUELY CLASSIFIES
• PRESERVES ORDER
• EQUAL INTERVALS
• CONSUMER PRICE INDEX (BASE 100)
• FAHRENHEIT TEMPERATURE
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RATIO SCALE PROPERTIES
• UNIQUELY CLASSIFIES
• PRESERVES ORDER
• EQUAL INTERVALS
• NATURAL ZERO
• WEIGHT AND DISTANCE
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INDEX MEASURES
• ATTRIBUTES A single characteristic or fundamental feature that pertains to an object, person, or issue.
• COMPOSITE MEASURE A composite measure of several variables to measure a single concept; a multi-item instrument.
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THE GOAL OF MEASUREMENT VALIDITY
Validity
The ability of a scale to measure what was intended to be measured.
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Reliability
The degree to which measures are free from random error and therefore
yield consistent results.
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Reliability and Validity on Target
Old Rifle New Rifle New Rifle Sunglare
Low Reliability High Reliability Reliable but Not Valid
(Target A) (Target B) (Target C)
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VALIDITY
F A C E O R C O N TE N T
C O N C U R R E N T P R E D IC TIV E
C R ITE R IO N V A L ID ITY C O N S TR U C T V A L ID ITY
V a lid ity
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RELIABILITY
TE S T R E TE S T
S TA B IL ITY
E Q U IV A L E N T F O R M S S P L ITTIN G H A L V E S
IN TE R N A L C O N S IS TE N C Y
R E L IA B IL ITY
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SENSITIVITY
• A measurement instrument’s ability to accurately measure variability in stimuli or responses.
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