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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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Presentation on theme: "McGraw-Hill/Irwin Business Research Methods, 10eCopyright © 2008 by The McGraw-Hill Companies, Inc. All Rights Reserved. Chapter 11 Measurement."— Presentation transcript:

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

2 11-2 Why Measurement Is Important “If you can’t measure it, you can’t manage it.” Bob Donath, Bob Donath and Co, Inc

3 11-3 Measurement Selecting measurable phenomena Developing a set of mapping rules Applying the mapping rule to each phenomenon

4 11-4 Characteristics of Measurement

5 11-5 Levels of Measurement Ordinal interval Ratio Nominal Classification

6 11-6 Types of Scales Ordinal interval Ratio Nominal

7 11-7 Nominal Scales Mutually exclusive and collectively exhaustive categories Exhibits the classification characteristic only

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

9 11-9 Ordinal Scales Characteristics of nominal scale plus an indication of order Implies statement of greater than and less than

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

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

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

13 11-13 Ratio Scales Characteristics of previous scales plus an absolute zero point Examples –Weight –Height –Number of children

14 11-14 Evaluating Measurement Tools Criteria Validity Practicality Reliability

15 11-15 Validity Determinants Content Construct Criterion

16 11-16 Increasing Content Validity Content Literature Search Expert Interviews Group Interviews Question Database Etc.

17 11-17 Validity Determinants Content Construct

18 11-18 Validity Determinants Content ConstructCriterion

19 11-19 Judging Criterion Validity Relevance Freedom from bias Reliability Availability Criterion

20 11-20 Understanding Validity and Reliability

21 11-21 Reliability Estimates Stability Internal Consistency Equivalence

22 11-22 Reliability Estimates Stability Internal Consistency Equivalence

23 11-23 Reliability Estimates Stability Internal Consistency Equivalence

24 11-24 Reliability Estimates Stability Internal Consistency Equivalence

25 11-25 Practicality EconomyInterpretabilityConvenience

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