13-measurement
- 1. Exploring Marketing Research William G. Zikmund Chapter 13: Measurement
- 2. ConceptA generalized idea about a class of objects, attributes, occurrences, or processes * Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 3. Operational DefinitionSpecifies what the researcher must do to measure the concept under investigation* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 4. Media Skepticism Media skepticism is 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.* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 5. 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.* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 6. ScaleSeries of items arranged according to value for the purpose of quanitification A continuous spectrum
- 7. Nominal Scale
- 8. Ordinal Scale
- 9. Interval Scale
- 10. Ratio Scale
- 11. Scale PropertiesUniquely Classifies Preserves Order Equal Intervals Natural Zero
- 12. Nominal Scale PropertiesUniquely Classifies Sammy Sosa # 21 Mark McGwire # 25
- 13. Ordinal Scale PropertiesUniquely Classifies Preserves Order Win, Place, & Show
- 14. Interval Scale PropertiesUniquely Classifies Preserves Order Equal Intervals Consumer Price Index (Base 100) Fahrenheit Temperature
- 15. Ratio Scale PropertiesUniquely Classifies Preserves Order Equal Intervals Natural Zero Weight and Distance
- 16. Index MeasuresATTRIBUTES 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* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 17. The Goal of Measurement Validity* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 18. Validity The ability of a scale to measure what was intended to be measured* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 19. Reliability The degree to which measures are free from random error and therefore yield consistent results* Copyright © 2000 by Harcourt, Inc. All rights reserved.
- 20. Reliability and Validity on Target Old Rifle New Rifle New Rifle Sunglare Low Reliability High Reliability Reliable but Not Valid (Target A) (Target B) (Target C)
- 21. Validity
- 22. Reliability
- 23. SensitivityA measurement instrument’s ability to accurately measure variability in stimuli or responses.* Copyright © 2000 by Harcourt, Inc. All rights reserved.
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