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McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 11 Measurement
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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.
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11-3 PulsePoint: Research Revelation 32.5 The percent of U.S. manufacturers experiencing unfair currency manipulation in the trade practices of other countries.
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11-4 Why Measurement Is Important “If you can’t measure it, you can’t manage it.” Bob Donath, Bob Donath and Co, Inc
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11-5 Measurement Selecting measurable phenomena Developing a set of mapping rules Applying the mapping rule to each phenomenon
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11-6 Characteristics of Measurement
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11-7 Levels of Measurement Ordinal interval Ratio Nominal Classification
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11-8 Types of Scales Ordinal interval Ratio Nominal
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11-9 Nominal Scales Mutually exclusive and collectively exhaustive categories Exhibits the classification characteristic only
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11-10 Levels of Measurement Ordinal interval Ratio Nominal Classification Order Classification
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11-11 Ordinal Scales Characteristics of nominal scale plus an indication of order Implies statement of greater than and less than
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11-12 Levels of Measurement Ordinal interval Ratio Nominal Classification Order Classification Order Classification Distance
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11-13 Interval Scales Characteristics of nominal and ordinal scales plus the concept of equality of interval. Equal distance exists between numbers
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11-14 Levels of Measurement Ordinal interval Ratio Nominal Classification Order Classification Order Classification Distance Natural Origin Order Classification Distance
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11-15 Ratio Scales Characteristics of previous scales plus an absolute zero point Examples –Weight –Height –Number of children
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11-16 Sources of Error Respondent InstrumentMeasurer Situation
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11-17 Evaluating Measurement Tools Criteria Validity Practicality Reliability
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11-18 Validity Determinants Content Construct Criterion
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11-19 Understanding Validity and Reliability
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11-20 Reliability Estimates Stability Internal Consistency Equivalence
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11-21 Reliability Estimates Stability Internal Consistency Equivalence
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11-22 Reliability Estimates Stability Internal Consistency Equivalence
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11-23 Reliability Estimates Stability Internal Consistency Equivalence
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11-24 Practicality EconomyInterpretabilityConvenience
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11-25 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
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