ZIKMUND BABIN

CARR GRIFFIN
Chapter 13
Measurement and
BUSINESS Scaling Concepts
MARKET
RESEARCH
EIGHTH EDITION

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 LEARNING
LEARNING OUTCOMES
OUTCOMES
After studying this chapter, you should be able to
1. Determine what needs to be measured to address a
research question or hypothesis
2. Distinguish levels of scale measurement
3. Know how to form an index or composite measure
4. List the three criteria for good measurement
5. Perform a basic assessment of scale reliability and
validity

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 EXHIBIT 13.1 More Ways Than 1 to Measure Things

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 What Do I Measure?
• Measurement
 The process of describing some property of a
phenomenon, usually by assigning numbers in a
reliable and valid way.
• Concept
 A generalized idea about a class of objects,
attributes, occurrences, or processes

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 EXHIBIT 13.2 Are There Any Validity Issues with this Measurement?

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 Operational Definitions
• Operationalization
 The process of identifying scales that correspond to
variance in a concept involved in a research process.
• Scales
 A device providing a range of values that correspond
to different characteristics or amounts of a
characteristic exhibited in observing a concept.
• Correspondence rules
 Indicate the way that a certain value on a scale
corresponds to some true value of a concept.

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 Operational Definitions (cont’d)
• Variable
 Anything that varies or changes from one instance to
another; can exhibit differences in value, usually in
magnitude or strength, or in direction.
 Capture different values of a concept.
• Constructs
 Concepts measured with multiple variables.

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 EXHIBIT 13.3 Susceptibility to Interpersonal Influence: An Operational Definition

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 Levels of Scale Measurement
• Nominal
 Assigns a value to an object for identification or
classification purposes.
 Most elementary level of measurement.
• Ordinal
 Ranking scales allowing things to be arranged based
on how much of some concept they possible.
 Have nominal properties.

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 Levels of Scale Measurement (cont’d)
• Interval
 Capture information about differences in quantities of
a concept.
 Have both nominal and ordinal properties.
• Ratio
 Highest form of measurement.
 Have all the properties of interval scales with the
additional attribute of representing absolute
quantities.
 Absolute zero.

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 EXHIBIT 13.4 Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information

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 EXHIBIT 13.5 Facts About the Four Levels of Scales

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 Mathematical and Statistical Analysis of
Scales
• Discrete Measures
 Measures that can take on only one of a finite number
of values.
• Continuous Measures
 Measures that reflect the intensity of a concept by
assigning values that can take on any value along
some scale range.

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 Index Measures
• Attributes
 Single characteristics or fundamental features that
pertain to an object, person, or issue.
• Index Measures
 Assign a value based on how much of the concept
being measured is associated with an observation.
 Indexes often are formed by putting several variables
together.
• Composite Measures
 Assign a value to an observation based on a
mathematical derivation of multiple variables.
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 Computing Scale Values
• Summated Scale
 A scale created by simply summing (adding together)
the response to each item making up the composite
measure.
• Reverse Coding
 Means that the value assigned for a response is
treated oppositely from the other items.

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 EXHIBIT 13.6 Computing a Composite Scale

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 Three Criteria for Good Measurement

Reliability
Reliability Validity
Validity

Good
Good
Measurement
Measurement

Sensitivity
Sensitivity

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 Reliability
• Reliability
 The degree to which measures are free from random
error and therefore yield consistent results.
 An indicator of a measure’s internal consistency.
• Internal Consistency
 Represents a measure’s homogeneity or the extent to
which each indicator of a concept converges on some
common meaning.
 Measured by correlating scores on subsets of items
making up a scale.

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 Internal Consistency
• Split-half Method
 Assessing internal consistency by checking the
results of one-half of a set of scaled items against the
results from the other half.
• Coefficient alpha (α)
 The most commonly applied estimate of a multiple
item scale’s reliability.
 Represents the average of all possible split-half
reliabilities for a construct.

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 Test-Retest Reliability
• Test-retest Method
 Administering the same scale or measure to the same
respondents at two separate points in time to test for
stability.
 Represents a measure’s repeatability.
• Problems:
 The pre-measure, or first measure, may sensitize the
respondents and subsequently influence the results of
the second measure.
 Time effects that produce changes in attitude or other
maturation of the subjects.

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 Validity
• Validity
 The accuracy of a measure or the extent to which a
score truthfully represents a concept.
 Does a scale measure what was intended to be measured?
• Establishing Validity:
 Is there a consensus that the scale measures what it
is supposed to measure?
 Does the measure correlate with other measures of
the same concept?
 Does the behavior expected from the measure predict
actual observed behavior?

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 Validity (cont’d)
• Face Validity
 A scale’s content logically appears to reflect what was intended
to be measured.
• Content Validity
 The degree that a measure covers the breadth of the domain of
interest.
• Criterion Validity
 The ability of a measure to correlate with other standard
measures of similar constructs or established criteria.
• Construct Validity
 Exists when a measure reliably measures and truthfully
represents a unique concept.

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 Validity (cont’d)
• Convergent Validity
 Another way of expressing internal consistency;
highly reliable scales contain convergent validity.
• Discriminant Validity
 Represents how unique or distinct is a measure; a
scale should not correlate too highly with a measure
of a different construct.

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 EXHIBIT 13.7 Reliability and Validity on Target

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 Sensitivity
• Sensitivity
 A measurement instrument’s ability to accurately
measure variability in stimuli or responses.
 Generally increased by adding more response points
or adding scale items.

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