1. Business
Research Methods
William G. Zikmund
Chapter 13:
Measurement

2. Concept
A generalized idea about a class of
objects, attributes, occurrences, or
processes

3. Operational Definition
Specifies what the researcher must
do to measure the concept under
investigation

4. Media Skepticism
conceptual definition
• Media skepticism - the degree to which
individuals are skeptical toward the reality
presented in the mass media. Media
skepticism varies across individuals, from
those who are mildly skeptical and accept
most of what they see and hear in the media
to those who completely discount and
disbelieve the facts, values, and portrayal of
reality in the media.

5. Media Skepticism
Operational Definition Please tell me how true each statement is
about the media. Is it very true, not very true,
or not at all true?
• 1. The program was not very accurate in its
portrayal of the problem.
• 2. Most of the story was staged for
entertainment purposes.
• 3. The presentation was slanted and unfair.

6. Scale
• Series of items arranged according to value for
the purpose of quantification
• A continuous spectrum

7. Nominal Scale

8. Ordinal Scale

9. Interval Scale

10. Ratio Scale

11. Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
• Natural zero

12. Nominal Scale Properties
• Uniquely classifies
– Sammy Sosa # 21
– Barry Bonds # 25

13. Ordinal Scale Properties
• Uniquely classifies
• Preserves order
• Win, place, & show

14. Interval Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Consumer Price Index (Base 100)
– Fahrenheit temperature

15. Ratio Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
– Natural zero
– Weight and distance

16. Index Measures
• ATTRIBUTES A single characteristic or
fundamental feature that pertains to an
object, person, or issue
• COMPOSITE MEASURE A composite measure
of several variables to measure a single
concept; a multi-item instrument

17. The Goal
of Measurement Validity

18. Validity
The ability of a scale to measure
what was intended to be measured

19. Reliability
The degree to which measures are
free from random error and
therefore yield consistent results

20. Reliability and Validity on Target
Old Rifle New Rifle New Rifle
Sun glare
Low Reliability High Reliability Reliable but Not
Valid
(Target A) (Target B) (Target C)

21. Validity
F A C E O R C O N T E N T
V a l id i t y
C R I T E R I O N V A L I D I T Y C O N S T R U C T V A L I D I T Y
C O N C U R R E N T P R E D I C T I V E

22. Reliability
S T A B I L I T Y
T E S T R E T E S T
R E L I A B I L I T Y
I N T E R N A L C O N S I S T E N C Y
E Q U I V A L E N T F O R M S S P L I T T I N G H A L V E S

23. Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.