Measurement and Scaling Concepts

Transcription

1 Business Research Methods 9e Zikmund Babin Carr Griffin Measurement and Scaling Concepts 13 Chapter 13 Measurement and Scaling Concepts 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

2 LEARNING OUTCOMES 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 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13-2

3 Money Matters? A company wants to perform a customer relationship management (CRM) employee evaluation process that will allow an overall ranking of all CRM employees. Key question is, What is performance? 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13-3

4 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 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 4

5 EXHIBIT 13.1 Are There Any Validity Issues with This Measurement? 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 5

6 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. Constructs Concepts measured with multiple variables Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 6

7 Peer Pressure and Investing Behavior Some individuals are more susceptible to peer pressure than others even for less visible products and services, such as investments. Researchers examined the construct susceptibility to interpersonal influence (SCII) and found it does influence investment behavior Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13-7

8 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 8

9 EXHIBIT 13.4 Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 13 9

10 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

11 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

12 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

13 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

14 Recoding Made Easy 1. Click on transform. 2. Click on recode. 3. Choose to recode into the same variable. 4. Select the variable(s) to be recoded. 5. Click on old and new values. 6. Use the menu that appears to enter the old values and the matching new values. Click add after entering each pair. 7. Click continue Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

15 Three Criteria for Good Measurement Reliability Validity Good Measurement Sensitivity 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

16 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

17 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

18 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

19 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? 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

20 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

21 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

22 EXHIBIT 13.7 Reliability and Validity on Target 2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part

23 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 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part