business research methods william g zikmund n.
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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.

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concept

Concept

A generalized idea about a class of objects, attributes, occurrences, or processes

operational definition

Operational Definition

Specifies what the researcher must do to measure the concept under investigation

media skepticism conceptual definition
Media Skepticismconceptual 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.
slide5

Media SkepticismOperational 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
Scale
  • Series of items arranged according to value for the purpose of quantification
  • A continuous spectrum
scale properties
Scale Properties
  • Uniquely classifies
  • Preserves order
  • Equal intervals
  • Natural zero
nominal scale properties
Nominal Scale Properties
  • Uniquely classifies
    • Sammy Sosa # 21
    • Barry Bonds # 25
ordinal scale properties
Ordinal Scale Properties
  • Uniquely classifies
  • Preserves order
  • Win, place, & show
interval scale properties
Interval Scale Properties
  • Uniquely classifies
  • Preserves order
  • Equal intervals
    • Consumer Price Index (Base 100)
    • Fahrenheit temperature
ratio scale properties
Ratio Scale Properties
  • Uniquely classifies
  • Preserves order
  • Equal intervals
    • Natural zero
    • Weight and distance
index measures
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
validity

Validity

The ability of a scale to measure what was intended to be measured

reliability

Reliability

The degree to which measures are free from random error and therefore yield consistent results

reliability and validity on target
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)

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