RMM Unit 3-1 Measurement

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: [email protected]: [email protected]

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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Ordinal

interval

Ratio


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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Ordinal

interval

Ratio


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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Ordinal

interval

Ratio


Order

Classification

Order


Natural Origin

Order



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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


Good

Very good

Very bad

Bad


Good

Very good

No opinion

Dont know


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Number of Scale Points

Very bad

Bad


Good

Very good

Very bad

Somewhat bad

A little bad


A little good

Somewhat good

Very good


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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:_____________)

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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

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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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RMM Unit 3-1 Measurement