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R!"!R!#C!S

Zikmund, Babin, Carr, and Grifn. (2009).$usiness Research Methods. 8th edition.

Thomson South-estern. !SB" # 9$8-0%2&%20'2'.

Bina "usantara niersit* %

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Bina "usantara niersit* &

1

Measurement

The process of describing someproperty of a phenomenon of interest,

usually by assigning numbers in a

reliable and valid way.

2

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Concepts

Bina "usantara niersit* '

• A researcher has to know what to

measure before knowing how to

measure something.

• The problem definition processshould suggest the concepts that

must be measured.

Concept

A generalied idea that represents

something of meaning.

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+perational*e.nitions

Bina "usantara niersit* $

Operationalization

The process of identifying scales that

correspond to variance in a concept to

be involved in a research process.

Scales

A device providing a range of valuesthat correspond to different values in a

concept being measured.

Correspondence rules!ndicate the way that a certain value

on a scale corresponds to some true

value of a concept.

"

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Bina "usantara niersit* 8

#esearchers use variance in concepts to make diagnoses.

Therefore, when we defined variables in an earlier chapter,

we really were suggesting that variables capture different

concept values.

$cales capture variance in concepts and, as such, the

scales provide the researcher%s variables. Thus, for

practical purposes, once a research pro&ect is underway,

there is little difference between a concept and a variable.

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A term used to refer to concepts measured with

multiple variables.

'hen a business researcher wishes to

measure the customer orientation of asalesperson, several variables like these may

be used, each captured on a 1() scale*

1. ! offer the product that is best suited to a customer%s

problem.

2. A good employee has to have the customer%s best

interests in mind.

3. ! try to find out what kind of products will be most

helpful to a customer.2

+onstructs can

be very helpful in

operationaliing

a concept.

)

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Nominal scales represent the most elementary level of

measurement. A nominal scale assigns a value to an ob&ect for

identification or classification purposes only. The value can be, but

does not have to be, a number because no uantities are being

represented. !n this sense, a nominal scale is truly a ualitative

scale. -ominal scales are etremely useful, and are sometimes

the only appropriate measure, even though they can be

considered elementary.

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Ordinal scales allow things to be arranged in order

based on how much of some concept they possess. !n

other words, an ordinal scale is a ranking scale. !n fact,

we often use the term rank order to describe an ordinal

scale.

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'hen business professors take some time off and go to the race

track, even they know that a horse finishing in the /show0 position has

finished after the /win0 and /place0 horses see the second drawing in

hibit 13.". The order of finish can be accurately represented by an

ordinal scale using an ordered number rule*

Assign 1 to the /win0 position

Assign 2 to the /place0 position

Assign 3 to the /show0 position1

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Interval Scales

$cales that have both nominal and ordinal

properties, but that also capture information about

differences in uantities of a concept from one

observation to the net.

Temperature

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Bina "usantara niersit* +

Ratio Scale

#epresent the highest form of measurement in

that they have all the properties of interval scaleswith the additional attribute of representing

absolute uantities4 characteried by a meaningful

absolute ero.

• Zero has meanin in that it reresentsan absen/e o some /on/et.

• 1n absoute 3ero is the de4nin/hara/teristi/ di5erentiatin bet6eenratio and intera s/aes

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Bina "usantara niersit* $

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• iscrete measures are those that take on only one of a finite

number of values.• A discrete scale is most often used to represent a classification

variable.

• Therefore, discrete scales do not represent intensity of

measures, only membership.

5

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Thus, when someone is asked to choose from the following

responses

6isagree-eutral

Agree

the result is a discrete value that can be coded 1, 2, or 3,

respectively. This is also an ordinal scale to the etent that itrepresents an ordered arrangement of agreement. -ominal and

ordinal scales are discrete measures.

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Continuous measures

7easures that reflect the intensity of a concept by

assigning values that can take on any value along some

scale range.

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Attri!ute

A single characteristic or fundamental feature of

an ob&ect, person, situation, or issue.

Inde" measure

An inde assigns a value based on how much of

the concept being measured is associated with anobservation. !ndees often are formed by putting

several variables together.

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• 8or eample, salesperson satisfaction may be

measured by combining uestions such as /9ow

satisfied are you with your &ob: 9ow satisfied are

you with your territory: 9ow satisfied are you withthe opportunity your &ob offers:0

• 8or most practical applications, composite measures

and indees are computed in the same way.

Composite measures

Assign a value to an observation

based on a mathematical derivation of

multiple variables.

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Bina "usantara niersit* 2%

Summated scale

A scale created by simply summing

adding together the response to eachitem making up the composite

measure.

Reverse codin#

7eans that the value assigned for a

response is treated oppositely from the

other items.

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Bina "usantara niersit* 2&

I#*!3 M!(S,R!SI#*!3 M!(S,R!S

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Bina "usantara niersit* 2+

1. #eliability

2. ;alidity

3. $ensitivity

Relia4ilit y 1n indi/at or o0 a measur e7s int er na2 /ons

ist en/* .5alidity The a//ura/* o a measure or theetent to 6hi/h a s/ore truthu*reresents a /on/et.

Sensit i5 it y 1 measur ement inst r ument 7sabi2it * t o a//ur at e2* measur e ) ar iabi2it *

in st imu2i or r esonses.

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7uestions7uestions

Bina "usantara niersit* 2'

1. 6efine measurement. 9ow is your performance in your research

class being measured:

2. 'hat is the difference between a concept and a construct?3. $uppose a researcher takes over a pro&ect only after a proposal

has been written by another researcher. 'here will the

researcher find the things that need to be measured:

". 6escribe, compare, and contrast the four different levels of scale

measurement.

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Bina "usantara niersit* 2$

Attitude

An enduring disposition to consistently

respond in a given manner to various

aspects of the world, composed ofaffective, cognitive, and behavioral

components.

$ypothetical constructs

;ariables that are not directlyobservable but are measurable

through indirect indicators, such as

verbal epression or overt behavior.

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Ranking1 measurement task that reuiresresondents to rank order a sma

number o stores, brands, orob:e/ts on the basis o oerareeren/e or some /hara/teristi/o the stimuus

rating

1 measurement task that reuiresresondents to estimate themanitude o a /hara/teristi/ oruait* that a brand, store, orob:e/t ossesses.

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())I),*!S())I),*!S

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Sortin#

A measurement task that presents a

respondent with several ob&ects or

product concepts and reuires therespondent to arrange the ob&ects into

piles or classify the product concepts.

Choice

A measurement task that identifiespreferences by reuiring respondents

to choose between two or more

alternatives.

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())I),*!S())I),*!S

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Bina "usantara niersit* %0

• $imple Attitude $cales* !n its most basic form,

attitude scaling reuires that an individual agree or

disagree with a statement or respond to a single

uestion.• 8or eample, respondents in a political poll may be

asked whether they agree or disagree with the

statement /The president should run for re

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Cate#ory scale

A rating scale that consists of several

response categories, often providing

respondents with alternatives to

indicate positions on a continuum

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%i&ert scale

A measure of attitudes designed to allow respondents to

rate how strongly they agree or disagree with carefully

constructed statements, ranging from very positive tovery negative attitudes toward some ob&ect

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Bina "usantara niersit* %%

Reverse recodin#

A method of making sure all the itemsforming a composite scale are scored

in the same direction. -egative items

can be recoded into the euivalent

responses for a non

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Bina "usantara niersit* %&

Composite scale

A way of representing a latent construct by

summing or averaging respondents% reactions to

multiple items each assumed to indicate the latent

construct.

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Bina "usantara niersit* %+

Semantic di''erential

A measure of attitudes that consists of a series of

seven point rating scales that use bipolar ad&ectives

to anchor the beginning and end of each scale.

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Bina "usantara niersit* %'

Numerical scale

An attitude rating scale similar to a semantic

differential ecept that it uses numbers, insteadof verbal descriptions, as response options to

identify response positions.=

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Bina "usantara niersit* %$

Stapel scale

A measure of attitudes

that consists of a single

ad&ective in the center ofan even number of

numerical values.

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Constant(sum scale

A measure of attitudes in which

respondents are asked to divide a

constant sum to indicate the relativeimportance of attributes4 respondents

often sort cards, but the task may also

be a rating task.

)raphic ratin# scale

A measure of attitude that allowsrespondents to rate an ob&ect by

choosing any point along a graphic

continuum.

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Thurstone scale

An attitude scale in which &udges

assign scale values to attitudinalstatements and sub&ects are asked

to respond to these statements.

5

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Bina "usantara niersit* &0

*ehavioral di''erential

A rating scale instrument similar to a

semantic differential, developed to

measure the behavioral intentions ofsub&ects toward future actions.

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• +aired comparison , A measurement techniue that

involves presenting the respondent with two ob&ects and

asking the respondent to pick the preferred ob&ect4 more

than two ob&ects may be presented, but comparisons are

made in pairs.

• Sortin#* $orting tasks ask respondents to indicate their

attitudes or beliefs by arranging items on the basis of

perceived similarity or some other attribute.

R(#I#6R(#I#6

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7uestions7uestions


1. 'hat is an attitude: !s there a consensus concerning its

definition:

2. 6istinguish between rating and ranking. 'hich is a better

attitude measurement techniue: 'hy:

3. Assume the researcher wanted to create a summated scale

indicating a respondent%s attitude toward the trucking

industry.

". 'hat would the result be for the respondent whose response

is as indicated below:

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Bina "usantara niersit* &&

To achieve these ends, a researcher who is systematically planning a

uestionnaire%s design will be reuired to make several decisions>

typically, but not necessarily, in the following order*

1. 'hat should be asked:

2. 9ow should uestions be phrased:

3. !n what seuence should the uestions be

arranged:

". 'hat uestionnaire layout will best serve the

research ob&ectives:). 9ow should the uestionnaire be pretested:

6oes the uestionnaire need to be revised:

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Bina "usantara niersit* &+

Avoid +ompleity* ?se $imple,

+onversational @anguage 'ords used in

uestionnaires should be

readily understandable to allrespondents.

The researcher usually has

the difficult task of adopting

the conversational languageof people at the lower

education levels without

talking down to better<

educated respondents.

=

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Bina "usantara niersit* &'

%eadin# -uestion

A uestion that suggests or impliescertain answers.

%oaded -uestion

A uestion that suggests a socially

desirable answer or is emotionallycharged.

Avoid @eading and

@oaded uestions

1


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Bina "usantara niersit* &$

Counter!iasin# statement

An introductory statement or preamble

to a potentially embarrassing uestion

that reduces a respondent%s reluctanceto answer by suggesting that certain

behavior is not unusual.

split(!allot techni-ue

?sing two alternative phrasings of the

same uestion for respective halves of

a sample to elicit a more accurate total

response than would a single

phrasing.

Avoid @eading and

@oaded uestions

5


7,!S)I+#S7,!S)I+#S

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Avoid Am!i#uity, *e as Speci'ic as +ossi!le

• !tems on uestionnaires often are ambiguous becausethey are too general. +onsider such indefinite words as

often, occasionally, regularly, frequently, many, good, and

poor. ach of these words has many different meanings.• 8or one consumer, frequent reading of Fortune magaine

may be reading all 2) issues in a year, while another might

think 12, or even 5 issues a year is freuent.


7,!S)I+#S7,!S)I+#S

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Avoid ou!le(*arreled Items

ou!le(!arreled -uestion

A uestion that may induce bias because it

covers two issues at once.

3


7,!S)I+#S7,!S)I+#S

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Bina "usantara niersit* +

C

Avoid Ma&in# Assumptions

Dy answering /yes,0 the respondent implies that

the program is, in fact, outstanding and that thingsare fine &ust as they are. 'hen a respondent

answers /no,0 he or she implies that B should

discontinue the dividends.

The researchers should not place the respondent

in that sort of bind by including an implicit

assumption in the uestion.


7,!S)I+#S7,!S)I+#S

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Bina "usantara niersit* +2

Avoid *urdensome .uestions That May Ta" the

Respondent/s Memory

1 sime a/t o human ie is that eoe oret.;esear/hers 6ritin uestions about ast behaior oreents shoud re/oni3e that /ertain uestions ma*make serious demands on the resondent7s memor*.ritin uestions about rior eents reuires a

/ons/ientious attemt to minimi3e the robemsasso/iated 6ith orettin.


7,!S)I+#S7,!S)I+#S

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Bina "usantara niersit* +%

!f the researcher suspects that

the respondent may have

forgotten the answer to a

uestion, he or she may rewrite

the uestion in an aided-recall

format>that is, in a format that

provides a clue to help &og therespondent%s memory.

Avoid *urdensome

.uestions That May Ta"

the Respondent/sMemory


7,!S)I+#S7,!S)I+#S

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Bina "usantara niersit* +&

Ma&e Certain .uestions )enerate

Variance

'e want our variables to varyE !t is importantthat the response categories provided cover the

breadth of possibilities totally ehaustive, but

also critical that they yield variance across

respondents. !n many ways, if all of the

respondents check the same bo, we have notgenerated usable information.


7,!S)I+#S7,!S)I+#S

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Bina "usantara niersit* ++

Order !ias

Dias caused by the influence of earlier

uestions in a uestionnaire or by an

answer%s position in a set of answers.

0unnel techni-ue

Asking general uestions before

specific uestions in order to obtainunbiased responses.

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Bina "usantara niersit* +'

0ilter -uestion

A uestion that screens out

respondents who are not ualified to

answer a second uestion

+ivot -uestion

A filter uestion used to determine

which version of a second uestion willbe asked.

W'() IS )'! $!S) 7,!S)I+#W'() IS )'! $!S) 7,!S)I+#

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Bina "usantara niersit* +$

Bood layout and physical attractiveness are crucial

in mail, !nternet, and other self

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7uestions7uestions


valuate and comment on the following uestions,

taken from several uestionnaires. 6o they follow the

rules discussed in this chapter:

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7uestions7uestions

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