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Business Research Methods William G. Zikmund

Business Research Methods William G. Zikmund. Chapter 13: Measurement. Concept. A generalized idea about a class of objects, attributes, occurrences, or processes. Operational Definition. Specifies what the researcher must do to measure the concept under investigation.

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Business Research Methods William G. Zikmund

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  1. Business Research MethodsWilliam 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 Skepticismconceptual 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 SkepticismOperational 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

  22. Reliability

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

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