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

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 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

4. 11-4 Review of Terms Concept ConstructVariable Operational Definition

5. 11-5 Measurement Select measurable phenomena Develop a set of mapping rules Apply the mapping rule to each phenomenon

6. 11-6 Characteristics of Measurement

7. 11-7 Types of Scales Ordinal interval Nominal Ratio

8. 11-8 Levels of Measurement Ordinal interval Ratio Nominal Classification

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

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

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

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

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

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

15. 11-15 Ratio Scales Interval Scale Characteristics Absolute Zero

16. 11-16 Examples of Data Scales

17. 11-17 From Investigative to Measurement Questions

18. 11-18 Sources of Error Respondent InstrumentMeasurer Situation

19. 11-19 Evaluating Measurement Tools Criteria Validity Practicality Reliability

20. 11-20 Validity Determinants Content ConstructCriterion

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

22. 11-22 Validity Determinants Content Construct

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

24. 11-24 Validity Determinants Content ConstructCriterion

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

26. 11-26 Summary of Validity Estimates

27. 11-27 Understanding Validity and Reliability

28. 11-28 Reliability Estimates Stability Internal Consistency Equivalence

29. 11-29 Reliability Estimates Stability Equivalence Internal Consistency

30. 11-30 Reliability Estimates Stability Internal Consistency Equivalence

31. 11-31 Summary of Reliability Estimates

32. 11-32 Practicality EconomyInterpretabilityConvenience

33. 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 11- 33

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

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

36. 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.”

37. 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

38. 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.

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

40. 11-40 Photo Attributions