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

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 Pull Quote “You’re trying too hard to find a correlation here. You don’t know these people, you don’t know what they intended. You try to compile statistics and correlate them to a result that amounts to nothing more than speculation.” Marc Racicot, former governor of Montana and chairman of the Republican Party

11-4 Review of Terms Concept ConstructVariable Operational Definition

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 Types of Scales Ordinal interval Nominal Ratio

11-8 Levels of Measurement Ordinal interval Ratio Nominal Classification

11-9 Nominal Scales Mutually Exclusive Collectively Exhaustive Categories Classification Only

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

11-11 Ordinal Scales Nominal Scale Characteristics Order Implies greater than or less than

11-12 Levels of Measurement Ordinal Ratio Nominal Classification Order Classification interval Order Classification Distance

11-13 Interval Scales Ordinal Scale Characteristics Equality of interval Equality of distance between numbers

11-14 Levels of Measurement Ordinal interval Nominal Classification Order Classification Order Classification Distance Ratio Order Classification Distance Natural Origin

11-15 Ratio Scales Interval Scale Characteristics Absolute Zero

11-16 Examples of Data Scales

11-17 From Investigative to Measurement Questions

11-18 Sources of Error Respondent InstrumentMeasurer Situation

11-19 Evaluating Measurement Tools Criteria Validity Practicality Reliability

11-20 Validity Determinants Content ConstructCriterion

11-21 Increasing Content Validity Content Literature Search Expert Interviews Group Interviews Question Database Etc.

11-22 Validity Determinants Content Construct

11-23 Increasing Construct Validity New measure of trust Known measure of trust Empathy Credibility

11-24 Validity Determinants Content ConstructCriterion

11-25 Judging Criterion Validity Relevance Freedom from bias Reliability Availability Criterion

11-26 Summary of Validity Estimates

11-27 Understanding Validity and Reliability

11-28 Reliability Estimates Stability Internal Consistency Equivalence

11-29 Reliability Estimates Stability Equivalence Internal Consistency

11-30 Reliability Estimates Stability Internal Consistency Equivalence

11-31 Summary of Reliability Estimates

11-32 Practicality EconomyInterpretabilityConvenience

11-33 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

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

11-35 Snapshot: Tivo Households Emmy winning shows Ad-skipping behaviors View involvement increases ad skipping View involvement increases ad skipping

11-36 Snapshot: Talent Analytics “Initially, many [HR] assessments were used primarily for pre-hire selection; today, assessment providers offer strategic resources for global organizations that want to build their overall knowledge of their employees beyond hiring—for development, promotion, internal mobility and succession planning.”

11-37 Pull Quote “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

11-38 PulsePoint: Research Revelation 32.5 The percent of corporations using or planning to use cloud computing—using software and server space via Internet sources.

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

11-40 Photo Attributions