Chapter 11 Measurement McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. 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 computing—using 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 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 Practicality EconomyInterpretabilityConvenience

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