chapter 11
DESCRIPTION
Chapter 11. Measurement. Why Measurement Is Important. “If you can’t measure it, you can’t manage it.” Bob Donath, Bob Donath and Co, Inc. Measurement. Selecting measurable phenomena. Developing a set of mapping rules. Applying the mapping rule to each phenomenon. - PowerPoint PPT PresentationTRANSCRIPT
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
11-5
Levels of Measurement
OrdinalOrdinal
intervalinterval
RatioRatio
NominalNominal ClassificationClassification
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
11-16
Increasing Content Validity
ContentLiterature Search
Literature Search
Expert Interviews
Expert Interviews
Group Interviews
Group Interviews
Question DatabaseQuestion Database
Etc.Etc.
11-19
Judging Criterion Validity
RelevanceRelevance
Freedom from biasFreedom from bias
ReliabilityReliability
AvailabilityAvailability
Criterion