Chapter 11

Measurement

McGraw-Hill/Irwin Business Research Methods, 10e

Copyright 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved.

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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.

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PulsePoint: Research Revelation

32.5

The percent of U.S. manufacturers experiencing unfair currency manipulation in the trade practices of other countries.

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Why Measurement Is Important

If you cant measure it, you cant manage it. Bob Donath, Bob Donath and Co, Inc

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Measurement

Selecting measurable phenomena

Developing a set of mapping rules

Applying the mapping rule to each phenomenon

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Characteristics of Measurement

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Levels of Measurement
Classification

Nominal

Ordinal
interval Ratio

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Types of Scales

Nominal

Ordinal
interval Ratio

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Nominal Scales

Mutually exclusive and collectively exhaustive categories Exhibits the classification characteristic only

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Levels of Measurement
Classification Classification Order

Nominal

Ordinal
interval Ratio

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Ordinal Scales
Characteristics of nominal scale plus an indication of order Implies statement of greater than and less than

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Levels of Measurement
Classification Classification Order Classification Order Distance

Nominal

Ordinal
interval Ratio

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Interval Scales
Characteristics of nominal and ordinal scales plus the concept of equality of interval. Equal distance exists between numbers

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Levels of Measurement
Classification Classification Order Classification Order Classification Order Distance Distance Natural Origin

Nominal

Ordinal
interval Ratio

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Ratio Scales

Characteristics of previous scales plus an absolute zero point Examples

Weight Height Number of children

Moving from Investigative to Measurement Questions

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Sources of Error

Respondent

Situation

Measurer

Instrument

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Evaluating Measurement Tools

Validity

Criteria
Practicality Reliability

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Validity Determinants

Content

Criterion

Construct

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Increasing Content Validity

Literature Search

Content

Etc.

Expert Interviews Group Interviews

Question Database

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Validity Determinants

Content

Construct

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Increasing Construct Validity

New measure of trust

Known measure of trust

Empathy
Credibility

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Validity Determinants

Content

Criterion

Construct

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Judging Criterion Validity

Relevance

Freedom from bias

Criterion
Reliability

Availability

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Understanding Validity and Reliability

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Reliability Estimates

Stability

Internal Consistency

Equivalence

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Reliability Estimates

Stability

Internal Consistency

Equivalence

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Reliability Estimates

Stability

Internal Consistency

Equivalence

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Reliability Estimates

Stability

Internal Consistency

Equivalence

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Practicality

Economy

Convenience

Interpretability

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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