Business
Research Methods
Measurement
Concept
A generalized idea about a class of
objects, attributes, occurrences, or
processes
Operational Definition
Specifies what the researcher must do
to measure the concept under
investigation
Media Skepticism
conceptual definition
• Media skepticism - 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.
Media Skepticism
Operational Definition
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.
Scale
• Series of items arranged according to value
for the purpose of quantification
• A continuous spectrum
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
• Natural zero
Nominal Scale Properties
• Uniquely classifies
– Sammy Sosa # 21
– Barry Bonds # 25
Ordinal Scale Properties
• Uniquely classifies
• Preserves order
• Win, place, & show
Interval Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Consumer Price Index (Base 100)
– Fahrenheit temperature
Ratio Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Natural zero
– Weight and distance
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
The Goal
of Measurement Validity
Validity
The ability of a scale to measure what
was intended to be measured
Reliability
The degree to which measures are
free from random error and therefore
yield consistent results
Reliability and Validity on Target
Old Rifle
New Rifle
Low Reliability
High Reliability
(Target A)
(Target B)
New Rifle
Sun glare
Reliable but Not
Valid
(Target C)
Validity
Validity
FACE OR CONTENT
CRITERION VALIDITY
CONCURRENT
CONSTRUCT VALIDITY
PREDICTIVE
Reliability
RELIABILITY
STABILITY
TEST RETEST
INTERNAL CONSISTENCY
EQUIVALENT FORMS
SPLITTING HALVES
Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.