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Business Research Methods: Measurement

The document discusses key concepts in measurement for business research methods including: 1) Concepts are generalized ideas about attributes or processes, while operational definitions specify how to measure concepts under investigation. 2) Scales are arranged according to value for quantification, including nominal, ordinal, interval, and ratio scales with different properties like preserving order or having equal intervals. 3) Validity is the ability of a scale to measure its intended concept, while reliability is the consistency of measures and freedom from random error. Both are important for accurate measurement.

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Nishat Tasnim
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66 views23 pages

Business Research Methods: Measurement

The document discusses key concepts in measurement for business research methods including: 1) Concepts are generalized ideas about attributes or processes, while operational definitions specify how to measure concepts under investigation. 2) Scales are arranged according to value for quantification, including nominal, ordinal, interval, and ratio scales with different properties like preserving order or having equal intervals. 3) Validity is the ability of a scale to measure its intended concept, while reliability is the consistency of measures and freedom from random error. Both are important for accurate measurement.

Uploaded by

Nishat Tasnim
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd

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
Reliability
Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.

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