Business Research Methods William G. Zikmund

Slides:

Advertisements

Similar presentations

PRICES Chapter 6 Copyright © 2001 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the work should be mailed.

Advertisements

Taking Stock Of Measurement. Basics Of Measurement Measurement: Assignment of number to objects or events according to specific rules. Conceptual variables:

King Fahd University of Petroleum & Minerals Department of Management and Marketing MKT 345 Marketing Research Dr. Alhassan G. Abdul-Muhmin Introduction.

Professor Gary Merlo Westfield State College

Business Research Methods William G. Zikmund Chapter 25: Communicating Research Results: Report Writing.

Brown, Suter, and Churchill Basic Marketing Research (8 th Edition) © 2014 CENGAGE Learning Basic Marketing Research Customer Insights and Managerial Action.

Exploring Marketing Research William G. Zikmund Chapter 13: Measurement.

Exploring Marketing Research William G. Zikmund Chapter 13: Measurement.

Open-Economy Macroeconomics: Basic Concepts Chapter 31 Copyright © 2001 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of.

Descriptive Statistics for Different Scale Types.

MEASUREMENT. Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, Consultant.

Measuring the Cost of Living Chapter 24 Copyright © 2001 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the.

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

Concept of Measurement

Measurement Validity and Reliability. Reliability: The degree to which measures are free from random error and therefore yield consistent results.

Research Methods in MIS

Measuring the Cost of Living Chapter 23 Copyright © 2001 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the.

1 Measurement PROCESS AND PRODUCT. 2 MEASUREMENT The assignment of numerals to phenomena according to rules.

Taejin Jung, Ph.D. Week 7: Measurement in PR

1 Measurement Adapted from The Research Methods Knowledge Base, William Trochim (2006). & Methods for Social Researchers in Developing Counries, The Ahfad.

Copyright © 2008 by Pearson Education, Inc. Upper Saddle River, New Jersey All rights reserved. John W. Creswell Educational Research: Planning,

Measurement and Data Quality

Measurement in Survey Research MKTG 3342 Fall 2008 Professor Edward Fox.

Chapter Six: The Concept of Measurement and Attitude Scales

Business Research Methods William G. Zikmund Chapter 22: Bivariate Analysis - Tests of Differences.

Business Research Methods William G. Zikmund Chapter 21: Univariate Statistics.

Collecting Quantitative Data

Slide 9-1 © 1999 South-Western Publishing McDaniel Gates Contemporary Marketing Research, 4e Understanding Measurement Carl McDaniel, Jr. Roger Gates Slides.

Version 1.2 Copyright © 2000 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the work should be mailed to:

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

Copyright © 2008 by Nelson, a division of Thomson Canada Limited Chapter 11 Part 3 Measurement Concepts MEASUREMENT.

Measurement “If you can’t measure it, you can’t manage it.” Bob Donath, Consultant.

Chapter Eight The Concept of Measurement and Attitude Scales

Collecting Quantitative Data

Business Research Methods William G. Zikmund Chapter 17: Determination of Sample Size.

Essentials of Marketing Research William G. Zikmund.

What is a Measurement? Concept of measurement is intuitively simple  Measure something two concepts involved  The thing you are measuring  The measurement.

GODFREY HODGSON HOLMES TARCA

Business Research Methods William G. Zikmund Chapter 24 Multivariate Analysis.

Chapter 5 Conceptualization, Operationalization, and Measurement.

Measurement Theory Michael J. Watts

Business Research Methods William G. Zikmund Chapter 16: Sample Designs and Sampling Procedures.

Chapter 1 Measurement, Statistics, and Research. What is Measurement? Measurement is the process of comparing a value to a standard Measurement is the.

Exploring Marketing Research William G. Zikmund Chapter 22: Bivariate Statistics- Tests of Differences.

Learning Objective Chapter 9 The Concept of Measurement and Attitude Scales Copyright © 2000 South-Western College Publishing Co. CHAPTER nine The Concept.

Asking Good Questions Chapter 7. Scales of Measurement Nominal Nominal Ordinal Ordinal Interval Interval Ratio Ratio.

Business Research Methods William G. Zikmund

Measurement & Attitude Scaling Chapter 10. Measurement Scaling  Concept  Operational Definition  Conceptual Definition  Rules.

Educational Research: Competencies for Analysis and Application, 9 th edition. Gay, Mills, & Airasian © 2009 Pearson Education, Inc. All rights reserved.

MOI UNIVERSITY SCHOOL OF BUSINESS AND ECONOMICS CONCEPT MEASUREMENT, SCALING, VALIDITY AND RELIABILITY BY MUGAMBI G.K. M’NCHEBERE EMBA NAIROBI RESEARCH.

Measurement Theory in Marketing Research. Measurement What is measurement?  Assignment of numerals to objects to represent quantities of attributes Don’t.

SOCI 2003B: Sociological Methods Colleen Anne Dell, Ph.D. Carleton University, Department of Sociology & Anthropology Canadian Centre on Substance Abuse.

Measurements Jaremilleta M. Arawiran January 22, 2010 Library Multifunction Room.

Chapter 7 Measuring of data Reliability of measuring instruments The reliability* of instrument is the consistency with which it measures the target attribute.

McGraw-Hill/IrwinCopyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved. MEASUREMENT Chapter 11.

Business Research Methods William G. Zikmund Chapter 19: Editing and Coding.

Dr. Michael R. Hyman, NMSU Attitude Measurement (Click icon for audio)

13 ©2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Supply, Demand and Government Policies Chapter 6 Copyright © 2001 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any.

Lesson 3 Measurement and Scaling. Case: “What is performance?” brandesign.co.za.

Copyright © 2014 Wolters Kluwer Health | Lippincott Williams & Wilkins Chapter 11 Measurement and Data Quality.

Measurement and Scaling Concepts

Chapter 2 Theoretical statement:

Levels of Measurement

Research Methods: Concepts and Connections First Edition

Measurement Reliability and Validity

GODFREY HODGSON HOLMES TARCA

Introduction to Measurement Reference: Zikmund, Chapter 13

RESEARCH METHODS Lecture 17

Supply, Demand and Government Policies

Presentation transcript:

Business Research Methods William G. Zikmund Chapter 13: Measurement

Copyright © 2000 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the work should be mailed to the following address: Permissions Department, Harcourt, Inc., 6277 Sea Harbor Drive, Orlando, Florida 32887-6777.

CONCEPT A GENERALIZED IDEA ABOUT A CLASS OF OBJECTS, ATTRIBUTES, OCCURRENCES, OR PROCESSES. Copyright © 2000 by Harcourt, Inc. All rights reserved.

OPERATIONAL DEFINITION specifies what the researcher must do to measure the concept under investigation Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. Media skepticism Media skepticism is the degree to which individuals are skeptical toward the reality presented in the mass media. Media skepticism varies across individuals, from those who are mildly skeptical and accept most of what they see and hear in the media to those who completely discount and disbelieve the facts, values, and portrayal of reality in the media. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. “Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true?” 1. The program was not very accurate in its portrayal of the problem. 2. Most of the story was staged for entertainment purposes. 3. The presentation was slanted and unfair. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. SCALE SERIES OF ITEMS ARRANGED ACCORDING TO VALUE FOR THE PURPOSE OF QUANTIFICATION A CONTINUOUS SPECTRUM Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. NOMINAL SCALE Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. ORDINAL SCALE Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. INTERVAL SCALE Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. RATIO SCALE Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. SCALE PROPERTIES UNIQUELY CLASSIFIES PRESERVES ORDER EQUAL INTERVALS NATURAL ZERO Copyright © 2000 by Harcourt, Inc. All rights reserved.

NOMINAL SCALE PROPERTIES UNIQUELY CLASSIFIES Sammy Sosa # 21 Mark McGwire # 25 Copyright © 2000 by Harcourt, Inc. All rights reserved.

ORDINAL SCALE PROPERTIES UNIQUELY CLASSIFIES PRESERVES ORDER WIN, PLACE & SHOW Copyright © 2000 by Harcourt, Inc. All rights reserved.

INTERVAL SCALE PROPERTIES UNIQUELY CLASSIFIES PRESERVES ORDER EQUAL INTERVALS CONSUMER PRICE INDEX (BASE 100) FAHRENHEIT TEMPERATURE Copyright © 2000 by Harcourt, Inc. All rights reserved.

RATIO SCALE PROPERTIES UNIQUELY CLASSIFIES PRESERVES ORDER EQUAL INTERVALS NATURAL ZERO WEIGHT AND DISTANCE Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. INDEX MEASURES ATTRIBUTES A single characteristic or fundamental feature that pertains to an object, person, or issue. COMPOSITE MEASURE A composite measure of several variables to measure a single concept; a multi-item instrument. Copyright © 2000 by Harcourt, Inc. All rights reserved.

THE GOAL OF MEASUREMENT VALIDITY Copyright © 2000 by Harcourt, Inc. All rights reserved.

The ability of a scale to measure what was intended to be measured. Validity The ability of a scale to measure what was intended to be measured. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Reliability The degree to which measures are free from random error and therefore yield consistent results. Copyright © 2000 by Harcourt, Inc. All rights reserved.

Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not Valid (Target A) (Target B) (Target C) Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. VALIDITY Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. RELIABILITY Copyright © 2000 by Harcourt, Inc. All rights reserved.

Copyright © 2000 by Harcourt, Inc. All rights reserved. SENSITIVITY A measurement instrument’s ability to accurately measure variability in stimuli or responses. Copyright © 2000 by Harcourt, Inc. All rights reserved.