Bài giảng Business Research Methods - Chapter 11: Measurement

MeasurementChapter 11Learning ObjectivesUnderstand . . . 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.Pull Quote“You’re trying too hard to find a correlation here. You don’t know these people, you don’t know what they intended. You try to compile statistics and correlate them to a result that amounts to nothing more than speculation.”Marc Racicot, former governor of Montanaand chairman of the Republican PartyReview of TermsMeasurementSelectmeasurable phenomenaDevelop a set of mapping rulesApply the mapping ruleto each phenomenonCharacteristics of MeasurementTypes of Scales OrdinalintervalNominalRatioLevels of Measurement OrdinalintervalRatioNominalClassificationNominal ScalesMutually ExclusiveCollectively Exhaustive CategoriesClassification OnlyLevels of Measurement intervalRatioNominalClassificationOrdinalOrderClassificationOrdinal ScalesNominal Scale CharacteristicsOrderImplies greater than or less thanLevels of Measurement OrdinalRatioNominalClassificationOrderClassificationintervalOrderClassificationDistanceInterval ScalesOrdinal Scale CharacteristicsEquality of intervalEquality of distance between numbersLevels of Measurement OrdinalintervalNominalClassificationOrderClassificationOrderClassificationDistanceRatioOrderClassificationDistanceNatural OriginRatio ScalesInterval Scale CharacteristicsAbsolute ZeroExamples of Data ScalesFrom Investigative to Measurement QuestionsSources of ErrorRespondentInstrumentMeasurerSituation Evaluating Measurement ToolsCriteriaValidityPracticalityReliabilityValidity DeterminantsContentConstructCriterionIncreasing Content ValidityContentLiterature SearchExpert InterviewsGroup InterviewsQuestion DatabaseEtc.Validity DeterminantsContentConstructIncreasing Construct ValidityNew measure of trustKnown measure of trustEmpathyCredibilityValidity DeterminantsContentConstructCriterionJudging Criterion ValidityRelevanceFreedom from biasReliabilityAvailabilityCriterionSummary of Validity EstimatesUnderstanding Validity and ReliabilityReliability EstimatesStabilityInternalConsistencyEquivalenceReliability EstimatesStabilityEquivalenceInternalConsistencyReliability EstimatesStabilityInternalConsistencyEquivalenceSummary of Reliability EstimatesPracticalityEconomyInterpretabilityConvenienceKey TermsInternal validityInterval scaleMapping rulesMeasurementNominal scaleObjectsOrdinal scalePracticalityPropertiesRatio scaleReliabilityEquivalenceInternal consistencyStabilityValidityConstructContentsCriterion-related11-33Additional Discussion opportunitiesChapter 11Snapshot: Tivo HouseholdsEmmy winning showsAd-skipping behaviorsView involvement increases ad skippingSnapshot: Talent Analytics“Initially, many [HR] assessments were used primarily for pre-hire selection; today, assessment providers offer strategic resources for global organizations that want to build their overall knowledge of their employees beyond hiring—for development, promotion, internal mobility and succession planning.”Pull Quote“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 essayistPulsePoint: Research Revelation32.5The percent of corporations using or planning to use cloud computing—using software and server space via Internet sources.MeasurementChapter 11Photo AttributionsSlideSource9©Author's Image/PunchStock13Burke/Triolo Pruductions15Florian Franke/Purestock/SuperStock23PhotoLink/Getty Images35©Siri Stafford/Digital Vision/Getty Images36Chris Ryan/Getty Images