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 Sun glare High Reliability (Target B)

New Rifle

Low Reliability (Target A)

Reliable but Not Valid (Target C)

Validity
Validity

FACE OR CONTENT

CRITERION VALIDITY

CONSTRUCT VALIDITY

CONCURRENT

PREDICTIVE

Reliability
RELIABILITY

STABILITY

INTERNAL CONSISTENCY

TEST RETEST

EQUIVALENT FORMS

SPLITTING HALVES

Sensitivity
A measurement instruments ability to accurately measure variability in stimuli or responses.