Chapter 11

Measurement

McGraw-Hill/Irwin

Copyright 2008 by The McGraw-Hill Companies, Inc. All

Rights Reserved.

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.

11-3

PulsePoint: Research Revelation

32.5

The percent of U.S.

manufacturers experiencing
unfair currency manipulation in
the trade practices of other
countries.

11-4

Why Measurement Is Important

If you cant measure it, you cant

manage it.
Bob Donath,
Bob Donath and Co, Inc

11-5

Measurement
Selecting
measurable phenomena

Developing a set of
mapping rules

Applying the mapping rule

to each phenomenon

11-6

Characteristics of Measurement

11-7

Levels of Measurement
Nominal
Nominal
Ordinal
Ordinal
interval
interval
Ratio
Ratio

Classification
Classification

11-8

Types of Scales
Nominal
Nominal
Ordinal
Ordinal
interval
interval
Ratio
Ratio

11-9

Nominal Scales

Mutually exclusive and

collectively exhaustive
categories
Exhibits the
classification
characteristic only

11-10

Levels of Measurement
Nominal
Nominal
Ordinal
Ordinal
interval
interval
Ratio
Ratio

Classification
Classification
Classification
Classification
Order
Order

11-11

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

11-12

Levels of Measurement
Nominal
Nominal

Classification
Classification

Ordinal
Ordinal

Classification
Classification
Order
Order

interval
interval

Classification
Classification
Order
Order

Ratio
Ratio

Distance
Distance

11-13

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

11-14

Levels of Measurement
Nominal
Nominal

Classification
Classification

Ordinal
Ordinal

Classification
Classification
Order
Order

interval
interval

Classification
Classification
Order
Order

Distance
Distance

Ratio
Ratio

Classification
Classification
Order
Order

Distance
Distance
Natural
NaturalOrigin
Origin

11-15

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

Moving from Investigative to

Measurement Questions

11-16

11-17

Sources of Error

Respondent

Situation

Measurer

Instrument

11-18

Evaluating Measurement Tools

Validity

Criteria
Criteria
Practicality

Reliability
Reliability

11-19

Validity Determinants

Content

Criterion

Construct

11-20

Increasing Content Validity

Literature
Literature
Search
Search

Content

Expert
Expert
Interviews
Interviews

Etc.
Etc.

Question
Question
Database
Database
Group
Group
Interviews
Interviews

11-21

Validity Determinants

Content

Construct

11-22

Increasing Construct Validity

New
New measure
measure of
of trust
trust
Known
Known measure
measure of
of trust
trust
Empathy
Empathy
Credibility
Credibility

11-23

Validity Determinants

Content

Criterion

Construct

11-24

Judging Criterion Validity

Relevance
Relevance

Freedom
Freedom from
from bias
bias

Criterion
Reliability
Reliability
Availability
Availability

11-25

Understanding Validity and Reliability

11-26

Reliability Estimates

Stability
Internal
Consistency

Equivalence

11-27

Reliability Estimates

Stability
Internal
Consistency

Equivalence

11-28

Reliability Estimates

Stability
Internal
Consistency

Equivalence

11-29

Reliability Estimates

Stability
Internal
Consistency

Equivalence

11-30

Practicality

Economy

Convenience

Interpretability

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