business research method- 97-2003
TRANSCRIPT
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PREPARED BY: -VIKAS
SUNNY SHSH
HARDIK
MONISHA SHIVNANI
RAHUL UDHANI
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CRITERIA FOR
THE GOOD
MEASUREMENT
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INTRODUCTION Researchers normally develop there
own scales and in this process theyhave to be careful that the scale shouldstand the tests of
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RELIABILITY
Degree to which the measurements of a
particular instrument are free from errors
and produce consistent results
Methods to evaluate reliability
y Test-retest reliability
y Equivalent form reliability
y Internal consistency
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Continued«.
Test-retest reliability : - Result of the
research is the same, it confirms the
repeatability.
Equ ivalent form reliability : - Two
measurement scales of similar nature
are to be developed.
I nternal consistency : - Data giving thesame results even after some
manipulation.
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VALIDITY
Ability of the scale or a measuring
instrument to measure what it is
intended to measure
Validity can be measured by various
methods
y Face validity
y Content validityy Criterion-related validity
y Construct validity
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Continued«
F ace validity : - whether the scale ismeasuring what it is expected to measureor not.
C ontent validity : - The adequacy in theselection of relevant variables for measurement.
C riterion-related validity : - Degree to
which a measurement instrument cananalyze a variable that is said to havecriterion. It can be categorized asPredictive & Concurrent validity.
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Continued«
C onstr u ct validity : - Degree to which a
measurement instrument represents and
logically connects through the
underlying theory. Two methods
Convergent & Discriminant
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SENSITIVITYy Refers to instrument's ability to accurately
measure the variability in stimuli or
responses.
GENERALIZABILITYy Refers to the amount of flexibility in the
interpreting the data in different research
designs.
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RELEVANCE
Refers to the appropriateness of using a
particular scale for measuring a variable.
yRelevance = Reliability X Validity
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SOURCES OF
MEASUREMENT
PROBLEMS
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INTRODUCTION When the researcher conducts a research, he
has to analyze the accuracy of the informationobtained. Several types of errors can come induring a study. Some of the major researcherrors are: -
Respondent AssociatedErrors
Instrument Associated Errors
Situational Errors
Measurer as Error Source
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RESPONDENT ASSOCIATED
ERRORS Research study mainly relies on drawing
out response information from therespondents
If cooperation is achieved from therespondents the research target can beattained.
However two respondents associated
errors arisey Non- response errors
y Response bias
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Continued«
Non-response Errors
Study does not include one or more piecesof information that has to be a part of the
study. This error include failure to respond
completely or even failure to respond torespond to 1 or more questions.
y U nit non-response: - Does not respond completely &
y I tem non-response: - Does not respond to 1 or more questions
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INSTRUMENT ASSOCIATED
ERRORS Errors due to
y Poor questionnaire design
y Improper selection of samples
y Complex or ambiguous questionnaire
y Complicated words & sentences in
questions
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SITUATIONAL ERRORS
Errors due to situation factors
Can be due to
y Presence of third party
y Location
y People not liking giving interview in public
places
y Respondent not confident about theconfidentiality
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MEASURER AS ERROR SOURCE
Errors due to the mistakes committed by
the researcher.
y Body language & gestures of the interviewer
while getting the responses from therespondent
y Reword or rephrasing the responses of the
respondents
y Failure to record the full response
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Summary
Conducting research ±W
H A
THOW
CONCEPT
Criteria For Measurement :RELI ABILITY-free from errors & consistent results
V ALIDITY-ability to measure what is intended
SENSITIVITY-accuracy to measure the variability
GENER ALIZ ABILITY-amt of flexibility in interpreting the dat
RELEV ANCE-appropriateness of using a particular scale
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ERRORSRespondent Associated Errors
Instrument Associated Errors
Situational Errors
Measurer as error source
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