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

2. Concept A generalized idea about a class of objects, attributes, occurrences, or processes C opyright © 2000 by Harcourt, Inc. All rights reserved.

3. Operational Definition Specifies what the researcher must do to measure the concept under investigation C opyright © 2000 by Harcourt, Inc. All rights reserved.

4. 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. C opyright © 2000 by Harcourt, Inc. All rights reserved.

5. 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. C opyright © 2000 by Harcourt, Inc. All rights reserved.

6. Copyright © 2000 Harcourt, Inc. All rights reserved. Scale Series of items arranged according to value for the purpose of quanitification A continuous spectrum

7. Copyright © 2000 Harcourt, Inc. All rights reserved. Nominal Scale

8. Copyright © 2000 Harcourt, Inc. All rights reserved. Ordinal Scale

9. Copyright © 2000 Harcourt, Inc. All rights reserved. Interval Scale

10. Copyright © 2000 Harcourt, Inc. All rights reserved. Ratio Scale

11. Copyright © 2000 Harcourt, Inc. All rights reserved. Scale Properties Uniquely Classifies Preserves Order Equal Intervals Natural Zero

12. Copyright © 2000 Harcourt, Inc. All rights reserved. Nominal Scale Properties Uniquely Classifies –Sammy Sosa # 21 –Mark McGwire # 25

13. Copyright © 2000 Harcourt, Inc. All rights reserved. Ordinal Scale Properties Uniquely Classifies Preserves Order Win, Place, & Show

14. Copyright © 2000 Harcourt, Inc. All rights reserved. Interval Scale Properties Uniquely Classifies Preserves Order Equal Intervals –Consumer Price Index (Base 100) –Fahrenheit Temperature

15. Copyright © 2000 Harcourt, Inc. All rights reserved. Ratio Scale Properties Uniquely Classifies Preserves Order Equal Intervals –Natural Zero –Weight and Distance

16. 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 C opyright © 2000 by Harcourt, Inc. All rights reserved.

17. The Goal of Measurement Validity C opyright © 2000 by Harcourt, Inc. All rights reserved.

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

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

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

21. Copyright © 2000 Harcourt, Inc. All rights reserved. Validity

22. Copyright © 2000 Harcourt, Inc. All rights reserved. Reliability

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