12-1

Chapter 12Chapter 12

MeasurementMeasurement

12-2

Learning Objectives

• Understand . . . • distinction between measuring objects,

properties, and indicants of properties • similarities and differences between the four

scale types used in measurement and when each is used

• four major sources of measurement error • criteria for evaluating good measurement

12-3

Measurement

“If you can’t measure it, you can’t manage it.”

Bob Donath, Consultant

12-4

Measurement

Selecting measurable phenomena

Developing a set of mapping rules

Applying the mapping ruleto each phenomenon

12-5

Exhibit 12-1 Characteristics of Measurement

12-6

Types of Scales

Ordinal

interval

Ratio

Nominal

12-7

Levels of Measurement

Ordinal

interval

Ratio

Nominal Classification

12-8

Nominal Scales

• Mutually exclusive and collectively exhaustive categories

• Exhibits the classification characteristic only

12-9

Levels of Measurement

Ordinal

interval

Ratio

Nominal Classification

OrderClassification

12-10

Ordinal Scales

• Characteristics of nominal scale plus an indication of order

• Implies statement of greater than and less than

12-11

Levels of Measurement

Ordinal

interval

Ratio

Nominal Classification

OrderClassification

OrderClassification Distance

12-12

Interval Scales

• Characteristics of nominal and ordinal scales plus the concept of equality of interval.

• Equal distance exists between numbers

12-13

Levels of Measurement

Ordinal

interval

Ratio

Nominal Classification

OrderClassification

OrderClassification Distance

Natural Origin

OrderClassification Distance

12-14

Ratio Scales

• Characteristics of previous scales plus an absolute zero point

• Examples– Weight– Height– Number of children

12-15

Exhibit 12-4 Moving from Investigative to Measurement Questions

12-16

Sources of Error

Respondent

InstrumentMeasurer

Situation

12-17

Evaluating Measurement Tools

Criteria

Validity

Practicality Reliability

12-18

Validity Determinants

Content

ConstructCriterion

12-19

Increasing Content Validity

ContentLiterature Search

Expert Interviews

Group Interviews

Question Database

Etc.

12-20

Validity Determinants

Content

Construct

12-21

12-22

12-23

Increasing Construct Validity

New measure of trust

Known measure of trust

Empathy

Credibility

12-24

Validity Determinants

Content

ConstructCriterion

12-25

Judging Criterion Validity

Relevance

Freedom from bias

Reliability

Availability

Criterion

12-26

Exhibit 12-6 Understanding Validity and Reliability

12-27

Reliability Estimates

Stability

InternalConsistency Equivalence

12-28

Reliability Estimates

Stability

InternalConsistency Equivalence

12-29

Reliability Estimates

Stability

InternalConsistency Equivalence

12-30

Reliability Estimates

Stability

InternalConsistency Equivalence

12-31

Practicality

Economy InterpretabilityConvenience

12-32

Key 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