Chapter 11Chapter 11

MeasurementMeasurement

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 

11-2

Learning ObjectivesLearning 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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Measurements Will Vary Measurements Will Vary Over TimeOver Time

“The only man who behaved sensibly wasmy tailor; he took my measurement anewevery time he saw me, while all the restwent on with their old measurements andexpected them to fit me.”

George Bernard Shawplaywright and essayist

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PulsePoint: PulsePoint: Research RevelationResearch Revelation

32.5 The percent of corporations using or planning to use cloud computing—using software and server space via Internet sources.

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MeasurementMeasurement

Selectmeasurable phenomena

Develop a set of mapping rules

Apply the mapping ruleto each phenomenon

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Characteristics of MeasurementCharacteristics of Measurement

11-7

Levels of MeasurementLevels of Measurement

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

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Types of ScalesTypes of Scales

OrdinalOrdinal

intervalinterval

NominalNominal

RatioRatio

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Nominal ScalesNominal Scales

•Mutually exclusive

and•Collectively exhaustive

categories•Exhibits only classification

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Levels of MeasurementLevels of Measurement

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

OrderOrderClassificationClassification

11-11

Ordinal ScalesOrdinal Scales

• Characteristics of nominal scale

• Order• Implies greater than

or less than

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Levels of MeasurementLevels of Measurement

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

OrderOrderClassificationClassification

OrderOrderClassificationClassification DistanceDistance

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Interval ScalesInterval Scales

• Characteristics of nominal and ordinal scales

• Equality of interval.

• Equal distance between numbers

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Levels of MeasurementLevels of Measurement

OrdinalOrdinal

intervalinterval

RatioRatio

NominalNominal ClassificationClassification

OrderOrderClassificationClassification

OrderOrderClassificationClassification DistanceDistance

Natural OriginNatural Origin

OrderOrderClassificationClassification DistanceDistance

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Ratio ScalesRatio Scales

•Characteristics of nominal, ordinal, interval scales

•Absolute zero

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From Investigative to From Investigative to Measurement QuestionsMeasurement Questions

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Sources of ErrorSources of Error

Respondent

InstrumentMeasurer

Situation

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Evaluating Measurement ToolsEvaluating Measurement Tools

CriteriaCriteria

Validity

Practicality ReliabilityReliability

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Validity DeterminantsValidity Determinants

Content

ConstructCriterion

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Increasing Content ValidityIncreasing Content Validity

ContentLiterature Search

Literature Search

Expert Interviews

Expert Interviews

Group Interviews

Group Interviews

Question DatabaseQuestion Database

Etc.Etc.

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Validity DeterminantsValidity Determinants

Content

Construct

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Increasing Construct ValidityIncreasing Construct Validity

New measure of trustNew measure of trust

Known measure of trustKnown measure of trust

EmpathyEmpathy

CredibilityCredibility

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Validity DeterminantsValidity Determinants

Content

ConstructCriterion

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Judging Criterion ValidityJudging Criterion Validity

RelevanceRelevance

Freedom from biasFreedom from bias

ReliabilityReliability

AvailabilityAvailability

Criterion

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Understanding Validity and Understanding Validity and ReliabilityReliability

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Reliability EstimatesReliability Estimates

Stability

InternalConsistency

Equivalence

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Reliability EstimatesReliability Estimates

Stability

InternalConsistency

Equivalence

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Reliability EstimatesReliability Estimates

Stability

InternalConsistency

Equivalence

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PracticalityPracticality

Economy InterpretabilityConvenience

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Key TermsKey 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