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

Media Skepticism
conceptual 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.

Media Skepticism
Operational 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
Series of items arranged according to value
for the purpose of quantification
A continuous spectrum

Scale Properties

Uniquely classifies
Preserves order
Equal intervals
Natural zero

Nominal Scale Properties

Uniquely classifies
Sammy Sosa # 21
Barry Bonds # 25

Ordinal Scale Properties

Uniquely classifies
Preserves order
Win, place, & show

Interval Scale Properties

Uniquely classifies
Preserves order
Equal intervals
Consumer Price Index (Base 100)
Fahrenheit temperature

Ratio Scale Properties

Uniquely classifies
Preserves order
Equal intervals
Natural zero
Weight and distance

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

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

Reliability
R E L IA B IL IT Y
S T A B IL IT Y
TEST R ETEST

IN T E R N A L C O N S IS T E N C Y
E Q U IV A L E N T F O R M S

S P L IT T IN G H A L V E S

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

Validity
V a lid it y
FAC E O R C O N TEN T

C R IT E R IO N V A L ID IT Y

C O N C U R R EN T

C O N S T R U C T V A L ID IT Y

P R E D IC T IV E

Reliability and Validity on Target

Old Rifle
Low Reliability
(Target A)

New Rifle
High Reliability
(Target B)

New Rifle
Sun glare
Reliable but Not
Valid
(Target C)

Sensitivity
A measurement instruments ability to
accurately measure variability in stimuli or
responses.