Business Research Methods Chap008
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Transcript of Business Research Methods Chap008
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8-1
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8-2McGraw-Hill/Irwin © 2003 The McGraw-Hill Companies, Inc.,All Rights
Reserved.
Part TwoTHE DESIGN OF RESEARCH
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Chapter EightMEASUREMENT
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Measurement
• Selecting observable empirical events
• Using numbers or symbols to represent aspects of the events
• Applying a mapping rule to connect the observation to the symbol
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What is Measured?
• Objects: – Things of ordinary experience – Some things not concrete
• Properties: characteristics of objects
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Characteristics of Data
• Classification
• Order
• Distance (interval between numbers)
• Origin of number series
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Data Types
Order Interval OriginNominal none none none
Ordinal yes unequal none
Interval yes equal or none
unequal
Ratio yes equal zero
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Sources of Measurement Differences
• Respondent
• Situational factors
• Measurer or researcher
• Data collection instrument
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Validity
• Content Validity
• Criterion-Related Validity– Predictive– Concurrent
• Construct Validity
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Reliability
• Stability– Test-retest
Equivalence– Parallel forms
• Internal Consistency– Split-half– KR20– Cronbach’s alpha
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Practicality
• Economy
• Convenience
• Interpretability