McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 11 Measurement

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 PulsePoint: Research Revelation 32.5 The percent of U.S. manufacturers experiencing unfair currency manipulation in the trade practices of other countries.

11-4 Why Measurement Is Important “If you can’t measure it, you can’t manage it.” Bob Donath, Bob Donath and Co, Inc

11-5 Measurement Selecting measurable phenomena Developing a set of mapping rules Applying 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 Ratio Nominal

11-9 Nominal Scales Mutually exclusive and collectively exhaustive categories Exhibits the classification characteristic only

11-10 Levels of Measurement Ordinal interval Ratio Nominal Classification Order Classification

11-11 Ordinal Scales Characteristics of nominal scale plus an indication of order Implies statement of greater than and 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 plus the concept of equality of interval. Equal distance exists 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 previous scales plus an absolute zero point Examples –Weight –Height –Number of children

11-16 Moving from Investigative to Measurement Questions

11-17 Sources of Error Respondent InstrumentMeasurer 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 ConstructCriterion

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 Reliability Estimates Stability Internal Consistency Equivalence

11-30 Practicality EconomyInterpretabilityConvenience

11-31 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