business research methods william g. zikmund chapter 13: measurement

Business Research Methods

William G. Zikmund

Chapter 13:

Measurement

Copyright © 2000 by Harcourt, Inc.

All rights reserved. Requests for permission to make copies of any part

of the work should be mailed to the following address: Permissions

Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida

32887-6777.

CONCEPT

A GENERALIZED IDEA ABOUT A CLASS OF OBJECTS,

ATTRIBUTES, OCCURRENCES, OR PROCESSES.

Copyright © 2000 by Harcourt, Inc. All rights reserved.

OPERATIONAL DEFINITION

specifies what the researcher must do to measure the concept under

investigation



Media skepticism

• Media skepticism is 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.


“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


• Sammy Sosa # 21

• Mark McGwire # 25


ORDINAL SCALE PROPERTIES


• PRESERVES ORDER

• WIN, PLACE & SHOW


INTERVAL SCALE PROPERTIES


• PRESERVES ORDER

• EQUAL INTERVALS

• CONSUMER PRICE INDEX (BASE 100)

• FAHRENHEIT TEMPERATURE


RATIO SCALE PROPERTIES


• 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 New Rifle Sunglare

Low Reliability High Reliability Reliable but Not Valid

(Target A) (Target B) (Target C)


VALIDITY

F A C E O R C O N TE N T

C O N C U R R E N T P R E D IC TIV E

C R ITE R IO N V A L ID ITY C O N S TR U C T V A L ID ITY

V a lid ity


RELIABILITY

TE S T R E TE S T

S TA B IL ITY

E Q U IV A L E N T F O R M S S P L ITTIN G H A L V E S

IN TE R N A L C O N S IS TE N C Y

R E L IA B IL ITY


SENSITIVITY

• A measurement instrument’s ability to accurately measure variability in stimuli or responses.

business research methods william g. zikmund chapter 13: measurement

Documents

nominal scale slide

ordinal scale slide

interval scale slide

ratio scale slide

measurement slide

distance slide

investigation copyright

fahrenheit temperature