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