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13 measurement & scaling
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EXHIBIT 13.1 More Ways Than 1 to Measure Things
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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
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EXHIBIT 13.2 Are There Any Validity Issues with this Measurement?
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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.
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Operational Definitions (cont’d)
• Variable
Anything that varies or changes from one instance to
another; can exhibit differences in value, usually in
magnitude or strength, or in direction.
Capture different values of a concept.
• Constructs
Concepts measured with multiple variables.
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EXHIBIT 13.3 Susceptibility to Interpersonal Influence: An Operational Definition
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Concept behind scaling
• Scales are developed based on three aspects:
Order : Numbers (categories) are ordered
Distance : Difference between numbers (categories)
are ordered and quantifiable. For our purposes and
most of practical purposes we assume this difference
is same.
Origin : The series has a unique origin which is
indicated by the number zero.
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Levels of Scale Measurement
• Nominal
No order, distance and origin.
Assigns a value to an object for identification or
classification purposes.
Most elementary level of measurement.
• Ordinal
There is order, but no distance and origin
Ranking scales allowing things to be arranged based
on how much of some concept they possible.
Have nominal properties.
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Levels of Scale Measurement (cont’d)
• Interval
There are order and distance, but no origin
Capture information about differences in quantities of
a concept.
Have both nominal and ordinal properties.
• Ratio
There are order, distance and origin.
Highest form of measurement.
Have all the properties of interval scales with the
additional attribute of representing absolute
quantities.
Absolute zero.
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EXHIBIT 13.4 Nominal, Ordinal, Interval, and Ratio Scales Provide Different Information
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EXHIBIT 13.5 Facts About the Four Levels of Scales
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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.
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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.
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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.
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EXHIBIT 13.6 Computing a Composite Scale
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Three Criteria for Good Measurement
Sensitivity
Reliability Validity
Good
Measurement
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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.
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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.
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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.
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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?
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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.
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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.
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EXHIBIT 13.7 Reliability and Validity on Target
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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.