12-1 chapter 12 measurement. 12-2 learning objectives understand... distinction between measuring...
DESCRIPTION
12-3 Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, ConsultantTRANSCRIPT
12-1
Chapter 12Chapter 12
MeasurementMeasurement
12-2
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
12-3
Measurement
“If you can’t measure it, you can’t manage it.”
Bob Donath, Consultant
12-4
Measurement
Selecting measurable phenomena
Developing a set of mapping rules
Applying the mapping ruleto each phenomenon
12-5
Exhibit 12-1 Characteristics of Measurement
12-6
Types of Scales
Ordinal
interval
Ratio
Nominal
12-7
Levels of Measurement
Ordinal
interval
Ratio
Nominal Classification
12-8
Nominal Scales
• Mutually exclusive and collectively exhaustive categories
• Exhibits the classification characteristic only
12-9
Levels of Measurement
Ordinal
interval
Ratio
Nominal Classification
OrderClassification
12-10
Ordinal Scales
• Characteristics of nominal scale plus an indication of order
• Implies statement of greater than and less than
12-11
Levels of Measurement
Ordinal
interval
Ratio
Nominal Classification
OrderClassification
OrderClassification Distance
12-12
Interval Scales
• Characteristics of nominal and ordinal scales plus the concept of equality of interval.
• Equal distance exists between numbers
12-13
Levels of Measurement
Ordinal
interval
Ratio
Nominal Classification
OrderClassification
OrderClassification Distance
Natural Origin
OrderClassification Distance
12-14
Ratio Scales
• Characteristics of previous scales plus an absolute zero point
• Examples– Weight– Height– Number of children
12-15
Exhibit 12-4 Moving from Investigative to Measurement Questions
12-16
Sources of Error
Respondent
InstrumentMeasurer
Situation
12-17
Evaluating Measurement Tools
Criteria
Validity
Practicality Reliability
12-18
Validity Determinants
Content
ConstructCriterion
12-19
Increasing Content Validity
ContentLiterature Search
Expert Interviews
Group Interviews
Question Database
Etc.
12-20
Validity Determinants
Content
Construct
12-21
12-22
12-23
Increasing Construct Validity
New measure of trust
Known measure of trust
Empathy
Credibility
12-24
Validity Determinants
Content
ConstructCriterion
12-25
Judging Criterion Validity
Relevance
Freedom from bias
Reliability
Availability
Criterion
12-26
Exhibit 12-6 Understanding Validity and Reliability
12-27
Reliability Estimates
Stability
InternalConsistency Equivalence
12-28
Reliability Estimates
Stability
InternalConsistency Equivalence
12-29
Reliability Estimates
Stability
InternalConsistency Equivalence
12-30
Reliability Estimates
Stability
InternalConsistency Equivalence
12-31
Practicality
Economy InterpretabilityConvenience
12-32
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