Chapter 11

Measurement
McGraw-Hill/I rwin
Copyright 2011 by The McGraw-Hill Companies, I nc. All Rights Reserved.
11-2
Learning Objectives
Understand . . .
The distinction between measuring objects,
properties, and indicants of properties.
The similarities and differences between the four
scale types used in measurement and when
each is used.
The four major sources of measurement error.
The criteria for evaluating good measurement.
11-3
Measurements Will Vary
Over Time
The only man who behaved sensibly was
my tailor; he took my measurement anew
every time he saw me, while all the rest
went on with their old measurements and
expected them to fit me.

George Bernard Shaw
playwright and essayist
11-4
PulsePoint:
Research Revelation
32.5
The percent of corporations
using or planning to use cloud
computingusing software
and server space via Internet
sources.
11-5
Measurement
Select
measurable phenomena
Develop a set of
mapping rules
Apply the mapping rule
to each phenomenon
11-6
Characteristics of Measurement
11-7
Levels of Measurement
Ordinal
interval
Ratio
Nominal
Classification
11-8
Types of Scales
Ordinal
interval
Nominal
Ratio
11-9
Nominal Scales
Mutually exclusive
and
Collectively exhaustive
categories
Exhibits only classification
11-10
Levels of Measurement
Ordinal
interval
Ratio
Nominal
Classification
Order
Classification
11-11
Ordinal Scales
Characteristics of
nominal scale
Order
Implies greater than or
less than

11-12
Levels of Measurement
Ordinal
interval
Ratio
Nominal
Classification
Order
Classification
Order
Classification Distance
11-13
Interval Scales
Characteristics of
nominal and ordinal
scales
Equality of interval.
Equal distance
between numbers
11-14
Levels of Measurement
Ordinal
interval
Ratio
Nominal
Classification
Order
Classification
Order
Classification Distance
Natural Origin
Order
Classification Distance
11-15
Ratio Scales
Characteristics of
nominal, ordinal,
interval scales
Absolute zero
11-16
From Investigative to
Measurement Questions
11-17
Sources of Error
Respondent
Instrument Measurer
Situation
11-18
Evaluating Measurement Tools
Criteria
Validity
Practicality
Reliability
11-19
Validity Determinants
Content
Construct Criterion
11-20
Increasing Content Validity
Content
Literature
Search
Expert
Interviews
Group
Interviews
Question
Database
Etc.
11-21
Validity Determinants
Content
Construct
11-22
Increasing Construct Validity
New measure of trust
Known measure of trust
Empathy
Credibility
11-23
Validity Determinants
Content
Construct Criterion
11-24
Judging Criterion Validity
Relevance
Freedom from bias
Reliability
Availability
Criterion
11-25
Understanding Validity and
Reliability
11-26
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-27
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-28
Reliability Estimates
Stability
Internal
Consistency
Equivalence
11-29
Practicality
Economy Interpretability Convenience
11-30
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