Chapter 11
Measurement
McGraw-Hill/Irwin
Business Research Methods, 10e
Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.
11-2
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.
11-3
Measurement
Selecting
measurable phenomena
Developing a set of
mapping rules
Applying the mapping rule
to each phenomenon
11-4
Characteristics of Measurement
11-5
Levels of Measurement
Nominal
Ordinal
interval
Ratio
Classification
11-6
Types of Scales
Nominal
Ordinal
interval
Ratio
11-7
Nominal Scales
• Mutually exclusive and
collectively exhaustive
categories
• Exhibits the
classification
characteristic only
11-8
Levels of Measurement
Nominal
Ordinal
interval
Ratio
Classification
Classification
Order
11-9
Ordinal Scales
• Characteristics of
nominal scale plus an
indication of order
• Implies statement of
greater than and less
than
11-10
Levels of Measurement
Nominal
Classification
Ordinal
Classification
Order
interval
Classification
Order
Ratio
Distance
11-11
Interval Scales
• Characteristics of
nominal and ordinal
scales plus the
concept of equality
of interval.
• Equal distance
exists between
numbers
11-12
Levels of Measurement
Nominal
Classification
Ordinal
Classification
Order
interval
Classification
Order
Distance
Ratio
Classification
Order
Distance
Natural Origin
11-13
Ratio Scales
• Characteristics of
previous scales plus
an absolute zero
point
• Examples
– Weight
– Height
– Number of children
Moving from Investigative to
Measurement Questions
11-14
11-15
Sources of Error
Respondent
Situation
Measurer
Instrument
11-16
Evaluating Measurement Tools
Validity
Criteria
Practicality
Reliability
11-17
Validity Determinants
Content
Criterion
Construct
11-18
Increasing Content Validity
Literature
Search
Content
Expert
Interviews
Etc.
Question
Database
Group
Interviews
11-19
Validity Determinants
Content
Construct
11-20
Increasing Construct Validity
New measure of trust
Known measure of trust
Empathy
Credibility
11-21
Validity Determinants
Content
Criterion
Construct
11-22
Judging Criterion Validity
Relevance
Freedom from bias
Criterion
Reliability
Availability
11-23
Understanding Validity and Reliability
11-24
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-25
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-26
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-27
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-28
Practicality
Economy
Convenience
Interpretability
11-29
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