Chapter 11

Measurement

McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All Rights Reserved. 
Learning Objectives

Understand . . .
• The distinction between measuring objects,
properties, and indicants of properties.
• The similarities and differences between the four
scale types used in measurement and when
each is used.
• The four major sources of measurement error.
• The criteria for evaluating good measurement.

11-2
Measurements Will Vary
Over Time

“The only man who behaved sensibly was

my tailor; he took my measurement anew
every time he saw me, while all the rest
went on with their old measurements and
expected them to fit me.”

George Bernard Shaw

playwright and essayist

11-3
PulsePoint:
Research Revelation

32.5
The percent of corporations
using or planning to use cloud
computing—using software
and server space via Internet
sources.

11-4
Measurement

Select
measurable phenomena

Develop a set of
mapping rules

Apply the mapping rule

to each phenomenon

11-5
Characteristics of Measurement

11-6
Levels of Measurement

Classification
Nominal

Ordinal

interval

Ratio

11-7
Types of Scales

Nominal

Ordinal

interval

Ratio

11-8
Nominal Scales

•Mutually exclusive
and
•Collectively exhaustive
categories
•Exhibits only classification

11-9
Levels of Measurement

Classification
Nominal

Classification
Ordinal
Order

interval

Ratio

11-10
Ordinal Scales

• Characteristics of
nominal scale
• Order
• Implies greater than
or less than

11-11
Levels of Measurement

Classification
Nominal

Classification
Ordinal
Order
Classification Distance
interval
Order

Ratio

11-12
Interval Scales

• Characteristics of
nominal and ordinal
scales
• Equality of interval.
• Equal distance
between numbers

11-13
Levels of Measurement

Classification
Nominal

Classification
Ordinal
Order
Classification Distance
interval
Order
Classification Distance
Ratio
Order Natural Origin

11-14
Ratio Scales

• Characteristics of
nominal, ordinal,
interval scales
• Absolute zero

11-15
From Investigative to
Measurement Questions

11-16
Sources of Error

Respondent Situation

Measurer Instrument

11-17
Evaluating Measurement Tools

Validity

Criteria

Practicality Reliability

11-18
Validity Determinants

Content

Criterion Construct

11-19
Increasing Content Validity

Literature
Search Content Etc.

Expert Question
Interviews Database
Group
Interviews

11-20
Validity Determinants

Content

Construct

11-21
Increasing Construct Validity

New measure of trust

Known measure of trust

Empathy

Credibility

11-22
Validity Determinants

Content

Criterion Construct

11-23
Judging Criterion Validity

Relevance

Freedom from bias

Criterion
Reliability

Availability

11-24
Understanding Validity and
Reliability

11-25
Reliability Estimates

Stability

Internal
Equivalence
Consistency

11-26
Reliability Estimates

Stability

Internal
Equivalence
Consistency

11-27
Reliability Estimates

Stability

Internal
Equivalence
Consistency

11-28
Practicality

Economy Convenience Interpretability

11-29
 Key Terms

• Internal validity • Ratio scale

• Interval scale • Reliability
• Mapping rules – Equivalence
• Measurement – Internal consistency
• – Stability
Nominal scale
• Objects • Validity
– Construct
• Ordinal scale
– Contents
• Practicality
– Criterion-related
• Properties
11-30