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8/7/2019 RMM Unit 3-1 Measurement
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Research Methods for ManagersResearch Methods for Managers
Prof. George MathewProf. George MathewB.Sc.,B.Sc., B.TechB.Tech, PGDCA, PGDM, MBA, PGDCA, PGDM, MBA
Phone: 9447798852Phone: 9447798852
Email: mathewaiim@gmail.comEmail: mathewaiim@gmail.com
ALLAMA IQBAL INSTITUTE OFALLAMA IQBAL INSTITUTE OFMANAGEMENTMANAGEMENT
TRIVANDRUMTRIVANDRUM
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Measurement
Measurement in research consists of assigningnumbers to empirical events, objects, or
properties, activities in compliance with a set of
rules.
Measurement is a three-part process:
1. Selecting observable empirical events
2. Developing a set of mapping rules: s scheme
for assigning numbers or symbols to represent
aspects of the event being measured
3. Applying mapping rules to each observation of
that event
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Response Types
Rating scale
Ranking scale
Categorization
Sorting
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Levels of Measurement
Ordinal
interval
Ratio
NominalClassification
There are four widely used measurement scales.
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Types of Scales
Ordinal or ranking Scale
Interval Scale
Ratio Scale
Nominal or Classification Scale
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Nominal Scales
Mutually exclusive and
collectively exhaustivecategories
Exhibits the
classification
characteristic only Example: Gender,
Religion, political parties,
etc.
Represent two or
more categories. It
enables the
classification of
individuals, objects, or
response into
subgroups in such a
way that each
member of the
subgroup has a
common characteristic
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Nominal Scales
Example:
Nominal Scale
Gender Male, Female
Coding: Male -0
Female -1
Religion
Hindu, Christen, Muslim
Coding:Hindu -1
Christen -2
Muslim -3
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Levels of Measurement
Ordinal
interval
Ratio
NominalClassification
Order
Classification
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Ordinal Scales
Ordinal Scale include the characteristics of thenominal scale plus an indication of order.
Example:
Income -
1.Above average, 2. average, and 3. below average
Likert Scale
Attitude
strongly favorable, favorable, uncertain, unfavorable, and strongly unfavorable
Satisfaction1. Highly Satisfied 2. Satisfied 3. Neither satisfied or unsatisfied 4. Unsatisfied 5. highly Unsatisfied
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Levels of Measurement
Ordinal
interval
Ratio
NominalClassification
Order
Classification
Order
Classification Distance
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Interval Scales
Characteristics of
nominal and ordinal
scales plus the
concept ofequalityof interval.
Equal distance
exists between
numbers
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Ratio Scales
Ratio Scale has all the properties of nominal,ordinal, and interval scale data plus the
provision for absolute zero or origin.
Example:Height in cm 173, 173.5, 174.1, etc.
Income in Rs. 5000, 5430, 6789.79, etc.
Weight in kg., - 50.5, 78.4, 77.98, etc.
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Levels of Measurement
Ordinal
interval
Ratio
NominalClassification
Order
Classification
Order
Classification Distance
Natural Origin
Order
Classification Distance
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Ratio Scales
Characteristics of
previous scales plus
an absolute zeropoint
Examples
Weight
Height
Number of children
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Moving from Investigative to
Measurement Questions
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Sources of Measurement Differences
Errors in measurement is possible in aresearch study. It is to be controlled to the
maximum possible extend.
Most errors are systematic- results from a
bias. Others are random- occurs erratically
Major source of errors:
1. Respondent
2. Situation
3. Measurer
4. Data Collection Instrument
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Sources of Error
Respondent
InstrumentMeasurer
Situation
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Sources of Measurement Errors
RespondentThe reluctance to admit ignorance of a topic
can lead to guesses or assumptions.
Errors may also come due tofatigue, boredom, anxiety, hunger, or
impatience
Situation FactorsRespondent may be reluctant to express
certain opinion or feeling in presence of
some others- like supervisors of an
em lo ee
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Sources of Measurement Errors
Measurer: Interviewer can distort the responseby rewording, paraphrasing, or reordering
questions. Bias of interviewer can lead to wrong
answers. Checking the wrong response, failure to
record full replies may happen
Instrument: A defective instrument can
cause distortion in two major ways:
1. Questions too confusing and ambiguous2. Use of complex words and syntax beyond
participant comprehension
Leading questions, inadequate space for
answering, poor printing, etc. may lead to errors
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Goodness of Measures
Characteristics of Good MeasurementThere are three major criteria for evaluating
measurement tool
1. Validity- the extend to which a test measureswhat we actually wish to measure
2. Reliability- measure the accuracy and precision
of a measurement procedure3. Practicality is concerned with wide range of
factors of economy, convenience, and
interpretability
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Evaluating Measurement Tools
Criteria
Validity
Practicality Reliability
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Validity Determinants
Content
ConstructCriterion
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Validity of Measurement
Validity consists of three major Types1. Content Validity
Degree to which the content of the items
adequately represents the universe of allrelevant items under study. The items and
questions cover the full range of the issues
or attitude being measured.
It is measured by judgment and panelevaluation with content validity ratio.
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Increasing Content Validity
Content
Literature
Search
Expert
InterviewsGroup
Interviews
Question
Database
Etc.
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Judging Criterion Validity
Relevance
Freedom from bias
Reliability
Availability
Criterion
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Validity of Measurement
3. Construct ValidityEstablishing correct operational measures for the concepts
being used. Here we consider both theory and the
measuring instrument being used.
It answers the question what accounts for the variance in
the measures? ; attempts to identify the underlying
constructs being measured and determine how well the test
represents them.
It provide with a convergent validity- the degree to which
scores on one scale correlate with score on other scalesdesigned to assess the same construct.
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Increasing Construct Validity
New measure of trust
Known measure of trust
Empathy
Credibility
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Reliability
In research study, Reliability mean dependable,
consistent, predicable, stable and honest. Theresearch tool is consistent and stable and hence
predictable and accurate, it is said to be reliable.
The greater the degree of consistency and stable
the instrument , the greater is its reliability.
Reliability is the ability of an instrument to produce
consistent measurement.
The degree of inconsistency in the deferentmeasurement using the same instrument under the
same or similar conditions is an indication of
inaccuracy and hence unreliability of the
instrument.
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Reliability Estimates
Stability
Internal
Consistency
Equivalence
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Method of determining the
reliability of an Instrument
1. External Consistency procedures
Test/re-test
Parallel form of the same test2. Internal Consistency procedures
The split half technique
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Understanding Validity and Reliability
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Reliability Estimates
Stability
Internal
Consistency
Equivalence
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Practicality
Practicality has been defined as:
1. Economy
2. Convenience
3. interpretability
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Practicality
Economy InterpretabilityConvenience
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Key Terms
Internal validity
Interval scale
Mapping rules
Measurement
Nominal scale
Objects
Ordinal scale Practicality
Properties
Ratio scale
Reliability
Equivalence
Internal consistency
Stability
Validity
Construct Contents
Criterion-related
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Balanced or Unbalanced
Very bad
Bad
Neither good nor bad
Good
Very good
Poor
Fair
Good
Very good
Excellent
How good an actress is Angelina Jolie?
4
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Forced or Unforced Choices
Very bad
Bad
Neither good nor bad
Good
Very good
Very bad
Bad
Neither good nor bad
Good
Very good
No opinion
Dont know
How good an actress is Angelina Jolie?
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Number of Scale Points
Very bad
Bad
Neither good nor bad
Good
Very good
Very bad
Somewhat bad
A little bad
Neither good nor bad
A little good
Somewhat good
Very good
How good an actress is Angelina Jolie?
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Rater Errors
Error ofcentral tendency
Error of leniency
Adjust strength of
descriptive adjectives
Space intermediate
descriptive phrases
farther apart
Provide smaller
differences
in meaning between
steps near the
ends of the scale
Use more scale points
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Rater Errors
Primacy Effect
Recency Effect
Reverse order of
alternatives periodically
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Dealing with Halo Effects
Halo Effects
Rate one trait
at a time
Reveal one trait
per page
Reverse anchorsperiodically
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Simple Category Scale
I plan to purchase a MindWriter laptop in the
12 months.
Yes
No
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Multiple-Choice,
Single-Response Scale
What newspaper do you read most often for financial news?
East City Gazette
West City Tribune Regional newspaper
National newspaper
Other (specify:_____________)
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Multiple-Choice,
Multiple-Response Scale
What sources did you use when designing your new
home? Please check all that apply. Online planning services
Magazines
Independent contractor/builder
Designer
Architect
Other (specify:_____________)
12-50
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Likert Scale
The Internet is superior to traditional libraries for
comprehensive searches.
Strongly disagree
Disagree
Neither agree nor disagree
Agree
Strongly agree
12-51
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Semantic Differential
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Adapting SD Scales
Convenience of Reaching the Store from Your Location
Nearby ___: ___: ___: ___: ___: ___: ___: Distant
Short time required to reach store ___: ___: ___: ___: ___: ___: ___: Long time required to reach store
Difficult drive ___: ___: ___: ___: ___: ___: ___: Easy Drive
Difficult to find parking place ___: ___: ___: ___: ___: ___: ___: Easy to find parking place
Convenient to other stores I shop ___: ___: ___: ___: ___: ___: ___: Inconvenient to other stores I shop
Products offered
Wide selection of differentkinds of products ___: ___: ___: ___: ___: ___: ___:
Limited selection of differentkinds of products
Fully stocked ___: ___: ___: ___: ___: ___: ___: Understocked
Undependable products ___: ___: ___: ___: ___: ___: ___: Dependable products
High quality ___: ___: ___: ___: ___: ___: ___: Low quality
Numerous brands ___: ___: ___: ___: ___: ___: ___: Few brands
Unknown brands ___: ___: ___: ___: ___: ___: ___: Well-known brands
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SD Scale for Analyzing Actor Candidates
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Graphic of SD Analysis
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Numerical Scale
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Multiple Rating List Scales
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Stapel Scales
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Constant-Sum Scales
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Graphic Rating Scales
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Ranking Scales
Paired-comparison
scale
Forced ranking scale Comparative scale
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Paired-Comparison Scale
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Comparative Scale
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Sorting
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MindWriter Scaling
Likert Scale
The problem that prompted service/repair was resolved
StronglyDisagree Disagree
Neither AgreeNor Disagree Agree
StronglyAgree
1 2 3 4 5
Numerical Scale (MindWriters Favorite)
To what extent are you satisfied that the problem that prompted service/repair was resolved?
VeryDissatisfied
VerySatisfied
1 2 3 4 5
Hybrid Expectation Scale
Resolution of the problem that prompted service/repair.
Met FewExpectations
Met SomeExpectations
Met MostExpectations
Met AllExpectations
ExceededExpectations
1 2 3 4 5
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Ideal Scalogram Pattern
Item
ParticipantScore2 4 1 3
X X X X 4
__ X X X 3
__ __ X X 2
__ __ __ X 1
__ __ __ __ 0
* X = agree; __ = disagree.
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Key Terms
Attitude
Balanced rating scale
Categorization
Comparative scale Constant-sum scale
Cumulative scale
Error of centraltendency
Error of leniency
Forced-choice rating
scale
Forced ranking scale
Graphic rating scale Halo effect
Item analysis
Likert scale
Multidimensional scale
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Key Terms
Multiple-choice,
multiple-response
scale
Multiple-choice, single
-
response scale
Multiple rating list
Numerical scale
Paired-comparison
scale
Q-sort
Ranking scale
Rating scale
Scaling Scalogram analysis
Semantic differential
Simple category scale
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Key Terms
Sorting
Stapel scale
Summated rating scale
Unbalanced rating scale
Unforced-choice rating
scale
Unidimensional scale
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