1. ©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Donald Cooper Pamela Schindler Chapter 8 Business Research Methods

2. ©The McGraw-Hill Companies, Inc., 2001Irwin/McGraw-Hill Chapter 8 Measurement

3.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Measurement äSelecting observable empirical events äUsing numbers or symbols to represent aspects of the events Applying a mapping rule to connect the observation to the symbol Slide 8 - 1

4.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style What is Measured? Objects: äThings of ordinary experience äSome things not concrete Properties: characteristics of objects Slide 8 - 2

5.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Characteristics of Data äClassification äOrder äDistance (interval between numbers) äOrigin of number series 7-4 Slide 8 - 3

6.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Data Types OrderIntervalOrigin Nominalnonenonenone Ordinalyesunequalnone Intervalyesequal ornone unequal Ratioyesequalzero Slide 8 - 4

7.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Sources of Measurement Differences äRespondent äSituational factors äMeasurer or researcher äData collection instrument Slide 8 - 5

8.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Validity Content Validity Criterion-Related Validity äPredictive äConcurrent Construct Validity Slide 8 - 6

9.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Reliability Stability äTest-retest Equivalence äParallel forms Internal Consistency äSplit-half äKR20 äCronbach’s alpha Slide 8 - 7

10.  The McGraw-Hill Companies, Inc., 2001 Irwin/McGraw-Hill Click to edit Master title style Practicality äEconomy äConvenience äInterpretability 7-9 Slide 8 - 8