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

2. 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.

3. 11-3 PulsePoint: Research Revelation 32.5 The percent of U.S. manufacturers experiencing unfair currency manipulation in the trade practices of other countries.

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

5. 11-5 Measurement Selecting measurable phenomena Developing a set of mapping rules Applying the mapping rule to each phenomenon

6. 11-6 Characteristics of Measurement

7. 11-7 Levels of Measurement Ordinal interval Ratio Nominal Classification

8. 11-8 Types of Scales Ordinal interval Ratio Nominal

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

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

11. 11-11 Ordinal Scales Characteristics of nominal scale plus an indication of order Implies statement of greater than and less than

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

13. 11-13 Interval Scales Characteristics of nominal and ordinal scales plus the concept of equality of interval. Equal distance exists between numbers

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

15. 11-15 Ratio Scales Characteristics of previous scales plus an absolute zero point Examples –Weight –Height –Number of children

16. 11-16 Moving from Investigative to Measurement Questions

17. 11-17 Sources of Error Respondent InstrumentMeasurer Situation

18. 11-18 Evaluating Measurement Tools Criteria Validity Practicality Reliability

19. 11-19 Validity Determinants Content Construct Criterion

20. 11-20 Increasing Content Validity Content Literature Search Expert Interviews Group Interviews Question Database Etc.

21. 11-21 Validity Determinants Content Construct

22. 11-22 Increasing Construct Validity New measure of trust Known measure of trust Empathy Credibility

23. 11-23 Validity Determinants Content ConstructCriterion

24. 11-24 Judging Criterion Validity Relevance Freedom from bias Reliability Availability Criterion

25. 11-25 Understanding Validity and Reliability

26. 11-26 Reliability Estimates Stability Internal Consistency Equivalence

27. 11-27 Reliability Estimates Stability Internal Consistency Equivalence

28. 11-28 Reliability Estimates Stability Internal Consistency Equivalence

29. 11-29 Reliability Estimates Stability Internal Consistency Equivalence

30. 11-30 Practicality EconomyInterpretabilityConvenience

31. 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