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Business Research Methods: Measurement
Business Research Methods: Measurement
Business Research Methods: Measurement
William G. Zikmund
Concept
A generalized idea about a class of objects, attributes, occurrences, or processes
Operational Definition
Specifies what the researcher must do to measure the concept under investigation
Scale
Series of items arranged according to value for the purpose of quantification A continuous spectrum
Nominal Scale
Ordinal Scale
Interval Scale
Ratio Scale
Scale Properties
Uniquely classifies Preserves order Equal intervals Natural zero
Index Measures
ATTRIBUTES A single characteristic or fundamental feature that pertains to an object, person, or issue COMPOSITE MEASURE A composite measure of several variables to measure a single concept; a multi-item instrument
Validity
The ability of a scale to measure what was intended to be measured
Reliability
The degree to which measures are free from random error and therefore yield consistent results
New Rifle Sun glare High Reliability Reliable but Not Valid (Target B) (Target C)
New Rifle
Validity
V F A C E O R C C CO R N I T O N C U a lid E R N R PR it y T O I RE EN N C V O A N L S I D T IR T UY DT I C T I V E C T
Reliability
R S T E T S A T B R I L E I T Y E L I N I A T A B E L I L R E I T N A Y L L F C O N I MN S SG I S H
TE E Q S U T I V
NS TP
IO T R T
Sensitivity
A measurement instruments ability to accurately measure variability in stimuli or responses.