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Business

Research Methods

William G. Zikmund

Chapter 13:

Measurement

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Concept

A generalized idea about a class of

objects, attributes, occurrences, orprocesses

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Operational Definition

Specifies what the researcher must do

to measure the concept underinvestigation

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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 mediato those who completely discount and

disbelieve the facts, values, and portrayal of

reality in the media.

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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.

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Scale Series of items arranged according to value

for the purpose of quantification

A continuous spectrum

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Nominal Scale

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Ordinal Scale

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Interval Scale

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Ratio Scale

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Scale Properties Uniquely classifies

Preserves order

Equal intervals

Natural zero

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Nominal Scale Properties

Uniquely classifies

Sammy Sosa # 21

Barry Bonds # 25

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Ordinal Scale Properties

Uniquely classifies

Preserves order

Win, place, & show

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Interval Scale Properties Uniquely classifies

Preserves order

Equal intervals

Consumer Price Index (Base 100)

Fahrenheit temperature

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Ratio Scale Properties Uniquely classifies

Preserves order

Equal intervals

Natural zero

Weight and distance

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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

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The Goal

of Measurement Validity

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Validity

The ability of a scale to measure what

was intended to be measured

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Reliability

The degree to which measures are

free from random error and thereforeyield consistent results

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Old Rifle New Rifle New Rifle

Sun glareLow Reliability High Reliability Reliable but Not

Valid

(Target A) (Target B) (Target C)

Reliability and Validity on Target

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Validity

FACE OR CONTENT

CONCURRENT PREDICTIVE

CRITERION VALIDITY CONSTRUCT VALIDITY

Vali i

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Reliability

TESTRETEST

STAB L TY

EQU VALENTF RMS SPL TT NG ALVES

NTERNAL NS STENCY

REL AB L TY

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Sensitivity A measurement instruments ability to

accurately measure variability in stimuli or

responses.