LESSON

7
CONCEPT OF MEASUREMENT

CONTENTS
7.0 Aims and Objectives
7.1 Introduction
7.2 Features of a Good Design
7.3 Meaning of Measurement
7.4 Errors in Measurement
7.5 Tests of Sound Measurement
7.6 Techniques of Measurement
7.7 Sample Questionnaire Items for Attitude Measurement
7.8 Let us Sum up
7.9 Lesson-end Activity
7.10 Keywords
7.11 Questions for Discussion
7.12 Suggested Readings

7.0 AIMS AND OBJECTIVES

In this lesson we will study meaning, errors and techniques of measurement. After study
this lesson you will be able to:
(i) understand meaning of and error in measurement.
(ii) construct sample questionnaire for attitude measurement.
(iii) know basic techniques of measurement.

7.1 INTRODUCTION
It is easy to measure quantitative data but difficult to do so if the data is qualitative or of
abstract type. In case of measurement of attitude, the data belong to the abstract or
qualitative type. To measure qualitative data or attitude we use scaling technique. To
recruit a new incumbent and to evaluate human relations in factories, industries and
different organizations, measurement of attitude in indispensable.

7.2 FEATURS OF A GOOD DESIGN

1. Various sources of obtaining the information is to be clear.
2. Should be clear with the availability of information and skills of the researcher.
3. Availability of time and money for the research work must be sufficient.
Research Methods for 4. It should be flexible, appropriate, efficient and economical.
Management
5. Design should help to obtain maximum information and to solve the research problem.

7.3 MEANING OF MEASUREMENT

Measurement is a process of mapping aspects of domain into other aspects of a range
according to some rule of correspondence. Researcher may use different scales to
measure the objects, scales differ from object to object, which are discussed earlier.

7.4 ERRORS IN MEASUREMENT

(a) Respondent: respondent may not be willing to share some sensitive information
with the researcher. He may not be knowledgeable to answer the researcher’s
questions. These things may affects the measurement.
(b) Situation: situation factors may also affects the measurement. For example ladies
may not be willing to share some personal matters in front of others.
(c) Measurer: errors may also creep in because of faulty analysis, tabulation, statistical
calculation etc.
(d) Instrument: tools used for measurement is also a source of error, if it is not
compatible to the data, researcher intend to collect.

7.5 TESTS OF SOUND MEASUREMENT

1. Validity: validity is the most critical criterion and indicates the degree to which an
instrument measures what it is supposed to measure. Validity can also be thought
of as utility.
2. Reliability: reliability means, measuring instrument should provide consistent results,
even if it is measured repeatedly.
3. Practicality: measuring instrument must be economical and easy to use by the
researcher. That means, researcher must be able to measure what he intends to
measure.

7.6 TECHNIQUES OF MEASUREMENT

(a) concept development
(b) specification of concept dimension
(c) selection of indicators
(d) formation of index
First technique of measurement is to develop a concept, researcher intend to study. It
means to arrive at an understanding about the topic to be measured. Second step is to
specify the dimension of the topic, for instance if the study is on investor behavior, what
type of investor is it retail investor or corporate investor etc. is to be specified. Third is to
select what indicators to be studied in the specific dimension of the topic. Fourth is to
form index.

7.7 SAMPLE QUESTIONNAIRE ITEMS FOR ATTITUDE

MEASUREMENT
1. Do you think that expenditure on training is wasteful? (Give your answer selecting
any one from the given alternatives).
60 a. To a large extent
 b. To some extent Concept of Measurement

c. To a very little extent

d. Not at all
2. What, to your knowledge, are the major barriers to effective implementation of
flexible working hours in India? (Please arrange the factors in order of your
perceived preference).
a. Lack of awareness
b. Difficulty in implementation
c. Supervisory problems
d. Lack of support from workers
e. Lack of support from unions
f. Production problems
g. Any other (please specify)
The first questionnaire item (which reflects the attitude of a person regarding training)
can be evaluated by adding the weighted value of individual response. How to give
weight against questionnaire items has been explained in Scaling and Attitude Measurement
part of this lesson.
Measurement can be made using nominal, ordinal, interval or ratio scale, details of which
will be discussed in the next lesson.

Check Your Progress

A valid measurement is reliable, but a reliable measurement may not be valid. Give
your own argument.

7.8 LET US SUM UP

Attitude measurement focuses on feelings and motives of the employees opinions about
their working environments measurement is a process of mapping aspects of into other
aspects of a range according to some rule of correspondence. There are mainly four
sources of errors in measurement - respondent, situation, measure and instrument. Scaling
techniques are used for measurement of attitude.

7.9 LESSON-END ACTIVITY

Give your opinion about the following statement: “Validity is more crucial than reliability.”

7.10 KEYWORDS
Attitude
Cognitive attitude
Affective attitude
Attitude measurement
Scaling techniques

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Research Methods for
Management 7.11 QUESTIONS FOR DISCUSSION
1. What is attitude?
2. Discuss the various sources of attitude measurement.
3. List scales used in measurement.
4. What are the criteria for testing sound measurement?

7.12 SUGGESTED READINGS

S. N. Murthy and U. Bhojanna, Business Research Methods, Excel Books, 2007.
Cochran, William G., Sampling Techniques, New York: John Wiley & Sons.
Conway, Freda, Sampling: An Introduction for Social Scientists, London: George
Allen and Unwin.
Deming, W.E., Sample Design in Business Research, New York: John Wiley & Sons.
Kaltan, Graham, Introduction to Survey Sampling, Beverly Hills, Calif: Sage.
Kish, Leslie, Survey Sampling, New York: John Wiley & Son.
Raj, Des, The Design of Sample Surveys, New York: McGraw-Hill.
Yates, Frank, Sampling Methods for Censuses and Surveys, New York: Hafner.

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