Research Methodology Lecture - 7
Research Methodology Lecture - 7
Research Methodology Lecture - 7
Concept of measurement
A generalized idea about a class of objects, attributes, occurrences, or processes.
The process or the act of measurement consists of obtaining a quantitative
comparison between a predefined Standard and Measurand. The word
Measurand is used to designate the particular physical parameter being observed
and quantified; that is, the input quantity to the measuring process. (A physical
quantity, property or condition to be measured)
Operational Definition
Specifies what the researcher must do to measure the concept under
investigation
Scale
• Series of items arranged according to value for the purpose of
quantification
• A continuous spectrum
Types of scales
Variables can be classified on the basis of their level of measurement. The way
we classify variables greatly affects how we can use them in our analysis. The
Classifications are:
Nominal
Ordinal
Interval
Ratio
Nominal level
A nominal measurement is created when names are used to establish categories
into which variables can be exclusively recorded.
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Table 1: Top Passenger Car Sales in Dhaka by Company.
Company Annual sales (number of units)
Toyota 1000
Hyundai 1500
Honda 2500
All others 1700
Ordinal level
Unlike a nominal measurement, an ordinal scale produces a distinct ordering or
arrangement of the data i.e. the observations is ranked on the basis of some
criterion. Table 2 lists the ratings of the company commander by the nurses
under her command is an illustration of the ordinal level of measurement.
Table 2: Ratings of the Company Commander
Rating Number of nurses
Superior 7
Good 23
Average 26
Poor 18
Inferior 0
Interval level
It includes all the characteristics of the ordinal scale, but in addition, the
distance between values is a constant size. Temperature on the Fahrenheit
scale is an example.
Ratio level
This level has all the characteristics of interval level: the distances between
numbers are of a known; constant size.
For example, we can compare 30 units of sales made by Rahim to 90 units of
sales made by Karim, set up the ratio 90:30 and say that Karim sold three times
as much as Rahim.
Scale Properties
• Uniquely classifies
• Preserves order
• Equal intervals
• Natural zero
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Nominal Scale Properties
• Uniquely classifies
– Sammy Sosa # 21
– Barry Bonds # 25
Validity
The ability of a scale to measure what was intended to be measured
Reliability
The degree to which measures are free from random error and therefore yield
consistent results
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Reliability and Validity on Target
(Target A) (Target B)
Validit
FACE OR CONTENT CRITERION VALIDITY CONSTRUCT VALIDITY
CONCURRENT PREDICTIVE
RELIABILITY
STABILITY INTERNAL CONSISTENCY
TEST RETEST
Sensitivity
• A measurement instrument’s ability to accurately measure variability in
stimuli or responses.
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Attitude Measurement
Attitude: An enduring disposition to consistently respond in a given matter
Behavioral
• Predisposition to action
• Intentions
• Behavioral expectations
Measuring Attitudes
• Ranking
• Rating
• Sorting
• Choice
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The Attitude Measuring Process
Ranking - Rank order preference
Rating - Estimates magnitude of a characteristic
Sorting - Arrange or classify concepts
Choice - Selection of preferred alternative
Ranking tasks require that the respondent rank order a small number of objects
in overall performance on the basis of some characteristic or stimulus.
Sorting might present the respondent with several concepts typed on cards and
require that the respondent arrange the cards into a number of piles or otherwise
classify the concepts.
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Category Scales
A category scale is a more sensitive measure than a scale having only two
response categories - it provides more information.
Questions working is an extremely important factor in the usefulness of
these scales.
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Graphic Rating Scales
A graphic rating scale presents respondents with a graphic continuum.