Social Research Methods

MAN-10
Erlan Bakiev, Ph. D.

Chapter 7: Qualitative
and Quantitative
Measurement

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Need for Measurement

• Quantitative measurement
• Qualitative measurement

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Qualitative vs. Quantitative
Measurement

• Timing
• Type of Data
• Construct-to-data linkage

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Measurement Process
• Conceptualization
– Conceptual definition
• Operationalization
– Operational definition

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Quantitative Measurement

• Rules of correspondence
• Conceptual hypothesis
• Empirical hypothesis
Copyright ©2011 by Pearson Education, Inc.
All rights reserved.
 Qualitative Measurement

• Conceptualization
• Operationalization
• Casing

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Reliability and Validity
Quantitative Research

• Measurement reliability
– Stability reliability
– Representative reliability
– Equivalence reliability

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Reliability and Validity
Quantitative Research

• Improve Reliability
– Conceptualization
– Increase level of measurement
– Multiple indicators
– Pretest, pilot studies, and replication

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Reliability and Validity
Quantitative Research

• Measurement Validity
– Face validity
– Content validity
– Criterion validity
• Concurrent validity
• Predictive validity
– Construct validity
• Convergent validity
• Discriminant validity

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Copyright ©2011 by Pearson Education, Inc.
All rights reserved.
Copyright ©2011 by Pearson Education, Inc.
All rights reserved.
Relationship between Reliability and
Validity

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Other Uses of the Terms:
Reliability and Validity

• Reliability
• Internal validity
• External validity
• Statistical validity

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Quantitative Measurement
Levels of Measurement

• Continuous variables
• Discrete variables

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Quantitative Measurement
Levels of Measurement

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Quantitative Measurement
Levels of Measurement

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Quantitative Measurement
Principles of Good Measurement

• Mutually exclusive attributes

• Exhaustive attributes
• Unidimensionality

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Quantitative Measurement
Scales and Indexes

• Index
• Scale

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Quantitative Measurement
Index Construction

• Purpose • Missing Data

• Weighting – Eliminate cases w/
missing data
• Rates and
– Substitute average
Standardization
– Substitute w/
nonquantitative info.
– Insert random value

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
 Quantitative Measurement
Scale Construction

• Purpose
• Logic of scaling
• Commonly use scales
– Likert scale
– Thurstone scale
– Bogardus social distance
scale
– Semantic Differential
– Guttman scaling

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Likert Scale

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Thurstone Scale

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Bogardus Social Distance Scale

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Semantic Differential

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.
Guttman Scaling

Copyright ©2011 by Pearson Education, Inc.

All rights reserved.