Business

Research Methods

William G. Zikmund

Chapter 13:
Measurement
 Concept

A generalized idea about a class of

objects, attributes, occurrences, or
processes
 Operational Definition

Specifies what the researcher must do

to measure the concept under
investigation
 Media Skepticism
conceptual definition
• Media skepticism - the degree to which
individuals are skeptical toward the reality
presented in the mass media. Media skepticism
varies across individuals, from those who are
mildly skeptical and accept most of what they
see and hear in the media to those who
completely discount and disbelieve the facts,
values, and portrayal of reality in the media.
 Media Skepticism
Operational Definition
Please tell me how true each statement is about
the media. Is it very true, not very true, or not
at all true?
• 1. The program was not very accurate in its
portrayal of the problem.
• 2. Most of the story was staged for
entertainment purposes.
• 3. The presentation was slanted and unfair.
 Scale
• Series of items arranged according to value
for the purpose of quantification
• A continuous spectrum
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
 Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
• Natural zero
 Nominal Scale Properties
• Uniquely classifies
– Sammy Sosa # 21
– Barry Bonds # 25
 Ordinal Scale Properties
• Uniquely classifies
• Preserves order
• Win, place, & show
 Interval Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Consumer Price Index (Base 100)
– Fahrenheit temperature
 Ratio Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Natural zero
– Weight and distance
 Index Measures
• ATTRIBUTES A single characteristic or
fundamental feature that pertains to an
object, person, or issue
• COMPOSITE MEASURE A composite
measure of several variables to measure a
single concept; a multi-item instrument
 The Goal
of Measurement Validity
 Validity

The ability of a scale to measure what

was intended to be measured
 Reliability

The degree to which measures are

free from random error and therefore
yield consistent results
Reliability and Validity on Target

Old Rifle New Rifle New Rifle

Sun glare
Low Reliability High Reliability Reliable but Not
Valid
(Target A) (Target B) (Target C)
 Validity

V a lid it y

FAC E O R C O N TEN T C R IT E R IO N V A L ID IT Y C O N S T R U C T V A L ID IT Y

C O N C U R R EN T P R E D IC T IV E
 Reliability

R E L IA B IL IT Y

S T A B IL IT Y IN T E R N A L C O N S IS T E N C Y

TEST R ETEST E Q U IV A L E N T F O R M S S P L IT T IN G H A L V E S
 Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.