chapter 11

McGraw-Hill/IrwinBusiness Research Methods, 10e

Copyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.

Chapter 11Chapter 11

MeasurementMeasurement

11-2

Why Measurement Is Important

“If you can’t measure it, you can’t manage it.”

Bob Donath, Bob Donath and Co, Inc

11-3

Measurement

Selecting measurable phenomena

Developing a set of mapping rules

Applying the mapping ruleto each phenomenon

11-4

Characteristics of Measurement

11-5

Levels of Measurement

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

11-6

Types of Scales

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal

11-7

Nominal Scales

• Mutually exclusive and collectively exhaustive categories

• Exhibits the classification characteristic only

11-8

Levels of Measurement

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

OrderOrderClassificationClassification

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

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

OrderOrderClassificationClassification

OrderOrderClassificationClassification DistanceDistance

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

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

OrderOrderClassificationClassification

OrderOrderClassificationClassification DistanceDistance

Natural OriginNatural Origin

OrderOrderClassificationClassification DistanceDistance

11-13

Ratio Scales

• Characteristics of previous scales plus an absolute zero point

• Examples– Weight– Height– Number of children

11-14

Evaluating Measurement Tools

CriteriaCriteria

Validity

Practicality ReliabilityReliability

11-15

Validity Determinants

Content

ConstructCriterion

11-16

Increasing Content Validity

ContentLiterature Search

Literature Search

Expert Interviews

Expert Interviews

Group Interviews

Group Interviews

Question DatabaseQuestion Database

Etc.Etc.

11-17

Validity Determinants

Content

Construct

11-18

Validity Determinants

Content

ConstructCriterion

11-19

Judging Criterion Validity

RelevanceRelevance

Freedom from biasFreedom from bias

ReliabilityReliability

AvailabilityAvailability

Criterion

11-20

Understanding Validity and Reliability

11-21

Reliability Estimates

Stability

InternalConsistency

Equivalence

11-22

Reliability Estimates

Stability

InternalConsistency

Equivalence

11-23

Reliability Estimates

Stability

InternalConsistency

Equivalence

11-24

Reliability Estimates

Stability

InternalConsistency

Equivalence

11-25

Practicality

Economy InterpretabilityConvenience