Business research methods_chapter12

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2006 The McGraw-Hill Companies, Inc., All Rights Reserved.McGraw-Hill/Irwin

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Chapter 12Chapter 12

MeasurementMeasurement


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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


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Measurement

Ifyou cant measure it,

you cant manage it.

Bob Donath,

Consultant


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12-4

Measurement

Selecting

measurable phenomena

Developing a set of

mapping rules

Applying the mapping rule

to each phenomenon


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Exhibit 12-1 Characteristics

of Measurement


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Types of Scales

Ordinal

interval

Ratio

Nominal


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Levels of Measurement

Ordinal

interval

Ratio

NominalClassification


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Nominal Scales

Mutually exclusive

and collectively

exhaustive categories

Exhibits the

classification

characteristic only


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Ordinal

interval

Ratio


Order

Classification


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Ordinal Scales

Characteristics of

nominal scale plus an

indication of order

Implies statement ofgreater than and less

than


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12-11


Ordinal

interval

Ratio


Order

Classification

Order

Classification Distance


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Interval Scales

Characteristics of

nominal and ordinal

scales plus the

concept of equality ofinterval.

Equal distance exists

between numbers


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Ordinal

interval

Ratio


Order

Classification

Order


Natural Origin

Order



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Exhibit 12-4

Moving from Investigative to

Measurement Questions


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Sources of Error

Respondent

InstrumentMeasurer

Situation


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Evaluating

Measurement Tools

Criteria

Validity

Practicality Reliability


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Validity Determinants

Content

ConstructCriterion


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Increasing Content Validity

Content

Literature

Search

Expert

InterviewsGroup

Interviews

Question

Database

Etc.


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Content

Construct


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Increasing Construct

Validity

New measure of trust

Known measure of trust

Empathy

Credibility


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Content

ConstructCriterion


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Judging Criterion Validity

Relevance

Freedom from bias

Reliability

Availability

Criterion


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Exhibit 12-6 Understanding

Validity and Reliability


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Reliability Estimates

Stability

Internal

Consistency

Equivalence


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Stability

Internal

Consistency

Equivalence


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Stability

Internal

Consistency

Equivalence


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Stability

Internal

Consistency

Equivalence


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Practicality

Economy InterpretabilityConvenience


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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

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