CRITERION FOR THE GOOD TEST

By, Mohamed Thasleem Reg No- 1116099

CRITERION FOR THE GOOD TEST

There are two criteria to decide whether the scale selected is good or not.

Reliability

Validity

 Reliability means, ability of a scale to produce a consistent result if repeated measurements are taken. Reliability means the extent to which the measurement process is free from random errors. Reliability deals with accuracy and consistency. The scale is said to be reliable, if it yields the same result when repeated measurements are made under the constant conditions. Example: Attitude towards a product or brand preference.

 Random error is not a constant error but, it depends on the person using the measuring instruments or measuring situation. A random error leads to inconsistency in measurements; when the measurements are made on the same objects or persons. Example of a random error: The use of elastic scale to measure a persons height. If two successive measurements are made, the person who is measuring would stretch the elastic ruler to different degree on two successive occasions, therefore the height measurement would never be the same even though the persons height has not changed.

Respondents are given identical sets of scales at two different points of time under almost identical conditions. The time interval is between 2 to 5 weeks. The similarity between 2 measurements is determined by correlation coefficient. Higher the value of correlation coefficient, greater the reliability.

Disadvantages of Test-Retest Method The interval between first and second test is more the scale will be less reliable. It is difficult to convince the original respondents to take the test for second time. Second time answer may be influenced by the first time answer. For Ex: Assume that, an opinion about the hospital service is asked. Two weeks later, if the same question is asked, the reply by respondent will be influenced by what was told the first time.

 In this method 2 equivalent scales are used to obtain consistent results. The researcher administer one scale to the respondent. 2 weeks later another scale, which is equivalent of the first one to the same respondent Greatest problem of this method is to construct 2 scales that appear to be different but have similar effect. This alternative forms test is similar to the testretest method, except that the test retest method uses the same measuring instrument both the times.

 In this method 2 or more measurement of the same concept is taken at the same time and then compares to see they agree with each other.

For Ex: Researcher uses choices from strongly agree to strongly disagree to determine consumer attitude towards the service rendered by Big Bazaar. Suppose the researcher prepares 4 statements scale to measure this:

1. I enjoy shopping at Big Bazaar. 2. All my needs for my household are satisfied by Shopping in Big Bazaar. 3. Service provided to me by Big Bazaar is excellent. 4. I like the front line salesman regarding the service rendered. The degree to which the 4 statements show correlation across a sample of respondents indicates the Reliability of the measure. If correlation is high, then reliability will also be high.

Methods to improve Reliability Increase the number of measurements . Controls used for conducting the experiment must be good. Example (a) Measuring device must be accurate. (b) The researcher who administers must be trained to avoid bias in respondents. Items to be measured must be stated clearly.

.The same set of respondents must be

inclined to answer the same question again.

 The paradigm of validity focused in the question Are we measuring, what we think, we are measuring? Success of the scale lies in measuring What is intended to be measured? Of the two attributes of scaling, validity is most important.

Validity is arguably the most important criteria for the quality of a test. There are several methods to check the Validity of the scale used for measurement.

A sales manager believes that there is a clear relation between job satisfaction for a person and the degree to which a person is an extrovert and the work performance of his sales force. Therefore, those who enjoy high job satisfaction and have extrovert personalities should exhibit high performance. If they do not, then we can question the Construct Validity of the measure.

Also Known as Face Validity. A researcher should define the problem clearely. Identify the item to be measured. Evolve a suitable scale for this purpose.

Exaample for Content Validity: An example can be the introduction of new packaged food. When new packaged food is introduced, the product representing a major change in taste. Thousands of consumers may be asked to taste the new packaged food. Overwhelmingly, people may say that they liked the new flavor. With such a favourable reaction, the product when introduced on a commercial scale may still meet with failure. So, what is wrong? Perhaps a crucial question that was omitted. The people may be asked if liked the new packaged food, to which the majority might have yes but the same respondents were not asked, Are you willing to give up the product which you are consuming currently?. In this case, the problem was not clearly identified and the item to be measured was left out.

 This pertains to how best a researcher can guess the future performance from the knowledge Of attitude score? Example: An opinion questionnaire, which is the basis for forecasting the demand for a product has predictive validity. The procedure for predictive validity is to first measure the attitude and then predict the future behavior. Finally, this followed by the measurement of future behavior at an appropriate time. Compare the two results (Past and future). If the two scores are closely associated, then the scale is said to have predictive validity.

Relationship between Reliability and Validity If a scale is to Valid, it must be Reliable. The scale does not have to be valid to be reliable. Reliability is a necessary but not a sufficient conditions for Validity. This is because Validity requires other factors to be satisfied. Validity is not a necessary condition for Reliability.