Bài giảng Business Research Methods - 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. The four major sources of measurement error. The criteria for evaluating good measurement.
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Chapter 11MeasurementMcGraw-Hill/IrwinCopyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 11-*Learning 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.11-*Measurements Will Vary Over Time“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 essayist11-*PulsePoint: Research Revelation32.5The percent of corporations using or planning to use cloud computing—using software and server space via Internet sources.11-*MeasurementSelectmeasurable phenomenaDevelop a set of mapping rulesApply the mapping ruleto each phenomenon11-*Characteristics of Measurement11-*Levels of Measurement OrdinalintervalRatioNominalClassification11-*Types of Scales OrdinalintervalNominalRatio11-*Nominal ScalesMutually exclusive andCollectively exhaustivecategoriesExhibits only classification11-*Levels of Measurement OrdinalintervalRatioNominalClassificationOrderClassification11-*Ordinal ScalesCharacteristics of nominal scale OrderImplies greater than or less than11-*Levels of Measurement OrdinalintervalRatioNominalClassificationOrderClassificationOrderClassificationDistance11-*Interval ScalesCharacteristics of nominal and ordinal scales Equality of interval. Equal distance between numbers11-*Levels of Measurement OrdinalintervalRatioNominalClassificationOrderClassificationOrderClassificationDistanceNatural OriginOrderClassificationDistance11-*Ratio ScalesCharacteristics of nominal, ordinal, interval scalesAbsolute zero11-*From Investigative to Measurement Questions11-*Sources of ErrorRespondentInstrumentMeasurerSituation 11-*Evaluating Measurement ToolsCriteriaValidityPracticalityReliability11-*Validity DeterminantsContentConstructCriterion11-*Increasing Content ValidityContentLiterature SearchExpert InterviewsGroup InterviewsQuestion DatabaseEtc.11-*Validity DeterminantsContentConstruct11-*Increasing Construct ValidityNew measure of trustKnown measure of trustEmpathyCredibility11-*Validity DeterminantsContentConstructCriterion11-*Judging Criterion ValidityRelevanceFreedom from biasReliabilityAvailabilityCriterion11-*Understanding Validity and Reliability11-*Reliability EstimatesStabilityInternalConsistencyEquivalence11-*Reliability EstimatesStabilityInternalConsistencyEquivalence11-*Reliability EstimatesStabilityInternalConsistencyEquivalence11-*PracticalityEconomyInterpretabilityConvenience11-*Key TermsInternal validityInterval scaleMapping rulesMeasurementNominal scaleObjectsOrdinal scalePracticalityPropertiesRatio scaleReliabilityEquivalenceInternal consistencyStabilityValidityConstructContentsCriterion-related
