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Chapter 11

Chapter 11. Measurement. Learning Objectives. Understand . . . 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.

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Chapter 11

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  1. Chapter 11 Measurement

  2. Learning Objectives Understand . . . • 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.

  3. 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 Montana • and chairman of the Republican Party

  4. Review of Terms

  5. Measurement Select measurable phenomena Develop a set of mapping rules Apply the mapping rule to each phenomenon

  6. Characteristics of Measurement

  7. Types of Scales Nominal Ordinal interval Ratio

  8. Levels of Measurement Nominal Classification Ordinal interval Ratio

  9. Nominal Scales Mutually Exclusive Collectively Exhaustive Categories Classification Only

  10. Levels of Measurement Nominal Classification Ordinal Classification Order interval Ratio

  11. Ordinal Scales Nominal Scale Characteristics Order Implies greater than or less than

  12. Levels of Measurement Nominal Classification Ordinal Classification Order interval Classification Distance Order Ratio

  13. Interval Scales Ordinal Scale Characteristics Equality of interval Equality of distance between numbers

  14. Levels of Measurement Nominal Classification Ordinal Classification Order interval Classification Distance Order Ratio Classification Distance Order Natural Origin

  15. Ratio Scales Interval Scale Characteristics Absolute Zero

  16. Examples of Data Scales

  17. From Investigative to Measurement Questions

  18. Sources of Error Respondent Situation Measurer Instrument

  19. Validity Reliability Practicality Evaluating Measurement Tools Criteria

  20. Validity Determinants Content Criterion Construct

  21. Increasing Content Validity Content Literature Search Etc. Expert Interviews Question Database Group Interviews

  22. Validity Determinants Content Construct

  23. Increasing Construct Validity New measure of trust Known measure of trust Empathy Credibility

  24. Validity Determinants Content Criterion Construct

  25. Judging Criterion Validity Relevance Criterion Freedom from bias Reliability Availability

  26. Summary of Validity Estimates

  27. Understanding Validity and Reliability

  28. Reliability Estimates Stability Internal Consistency Equivalence

  29. Reliability Estimates Stability Internal Consistency Equivalence

  30. Reliability Estimates Stability Internal Consistency Equivalence

  31. Summary of Reliability Estimates

  32. Practicality Economy Convenience Interpretability

  33. 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

  34. Chapter 11 Additional Discussion opportunities

  35. Snapshot: Tivo Households Emmy winning shows Ad-skipping behaviors View involvement increases ad skipping

  36. Snapshot: 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.”

  37. Pull Quote “The only man who behaved sensibly was my tailor; he took my measurement anew every time he saw me, while all the rest went on with their old measurements and expected them to fit me.” George Bernard Shaw playwright and essayist

  38. PulsePoint: Research Revelation 32.5 The percent of corporations using or planning to use cloud computing—using software and server space via Internet sources.

  39. Chapter 11 Measurement

  40. Photo Attributions

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