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BRM Chap 13

This document provides a 3-sentence summary of key concepts around measurement and scaling: It discusses the importance of defining the concept to be measured, operational definitions, different types of scales (nominal, ordinal, interval, ratio), the need for composite measures, criteria for good measurement (reliability, validity, sensitivity), and methods for assessing reliability and validity. The presentation aims to provide an overview of fundamental measurement and scaling concepts.

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Vineet Surana
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61 views28 pages

BRM Chap 13

This document provides a 3-sentence summary of key concepts around measurement and scaling: It discusses the importance of defining the concept to be measured, operational definitions, different types of scales (nominal, ordinal, interval, ratio), the need for composite measures, criteria for good measurement (reliability, validity, sensitivity), and methods for assessing reliability and validity. The presentation aims to provide an overview of fundamental measurement and scaling concepts.

Uploaded by

Vineet Surana
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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BRM

Ch. 13
Measurement
& Scaling
Concepts

Presented By:
Group-7
1
Ashish “mogli” Vineet “nagraj”
Arora (191133) Surana (191182)

Anshul“the dark knight” Singh (191129)


2
Abhishek “dexter” Mehta Prashanth “chota bheem”
(191123) Prerepa (191157)

Kantika “Veronica” Gupta (191142)


3
What Do we Learn Today???
• The question “What is to be measured”?

• The term Operational Definition

• Nominal,Ordinal,Interval and Ratio scales.

• Need for Index or Composite measures

• 3 criteria for good measurement

• Various methods for determining reliablity

• Various methods for assessing validity 4


#1 : What is to be Measured??
• Not as simple a question as it may seem to be.
• Problem definition indicates the “concept” to be
investigated.
• Precise def. of concept requires how it will be measured with
more than one way to measure a concept.

• Measuring the height of Ashish we can create 5


categories:
Ashish’s
height

Quite tall for his Moderately tall About average Moderately Quite short for
age for his age for his age short for his age his age
5
STEPS FOR PRECISE MEASUREMENT

• Careful concept definition

• Operational definition

• System of consistent rules

6
The Concept of “Concept”
A concept is a generalized idea about a class of
objects, attributes, occurrences or processes.

Concepts can be:


– Concrete such as age, sex etc. which presents
fewer problems in definition or measurement.

– Abstract such as loyalty, power etc. which are


more difficult to define and measure.

7
#2: Operational Definition
• Gives meaning to a concept by specifying
the activities or operations necessary to
measure it.

• It is like a manual of instructions or a


recipe which tells the investigator : “do
such-and-such in so-and-so manner.”

8
Concept: nutritional consciousness
Operational definition: no of people
who inspect the nutritional label
E
X
A
M
P
L
E
9
Rules of Measurement
• It is an instruction to guide assignment of a
number or other measurement designation.

• Operational definition decides what the rule


of measurement will be.

• E.g. – assign the numbers 1 to 7 to individuals


according to how productive they

10
#3 SCALES

11
What is a Scale???
• Literature definition :
any series of items arranged progressively
according to value, into which an item can be
placed according to its quantification.

• Purpose: to represent a person or an item’s


place in the spectrum.

12
Types of scales
• Classification on the basis of mathematical
comparison.

Scales

Nominal Ordinal Interval Ratio

13
Nominal Scale
• Simplest type of scale.

• Using numbers or letters as


identification or classification
labels for objects.

• No literal meaning, can be used


for counting.

• E.g. :
• Numbers on footballers’ jerseys.
• Roll numbers of students.
14
Ordinal Scale
• arranging objects or alternatives
according to their magnitudes
in an ordered relationship.

• Degree of comparison
known but extent unknown. Excellent

• E.g. : Good
• ranking order of investments.
• Rating brands, companies as : Fair 15
Interval Scale
• Overcomes the drawbacks
of ordinal scale.

• Not only arranges objects


according to their magnitudes
but also distinguishes this
ordered arrangement
in units of equal intervals.

• Location of zero point is arbitrary/relative. 16


Example :
What is the annual income of your household?

<5 lacs

5-15 lacs

>15 lacs

17
Ratio scale
• Examines absolute point
as well as relative distance
to other responses.
• a scale that possess
an absolute zero and interval
properties as well.
• E.g. : what is your monthly income?
• In this case zero income (can be only till u learn asking
for money ) is defined as the absolute zero where
there is absence of any income or you don’t earn
anything.
18
Type of scale Descriptive Statistics

Nominal Frequency in each category,


percentage in each category,
mode

Ordinal Median, range, percentile


ranking

Interval Mean, standard deviation,


variance

Ratio Geometric mean, coefficient of


variation

19
Index Measures
• An attribute is a single characteristic of an
object, person or a situation.
• Index measures : multi-item instrument
constructed to measure a single concept
Example:
index of social class :
Residence, occupation, education

20
Criteria for Good Measurement
• 3 criteria for good measurement
namely:
– Reliability

– Validity

– Sensitivity
21
Reliability
Degree to which a measure is error free and
yields consistent results.
E.g. respondent misunderstands a question

• Dimensions of reliability:
– Repeatability
– Internal consistency

22
TESTING RELIABILITY
• Test –retest method- administering of the
same measure to the same respondents at
two separate points in time to test for
reliability.

• Problems with the method:


1. Pre measure may sensitize respondents
2. Time between measures may lead to attitude
change

23
Testing Internal Consistency

• Split half method- method of checking one


half of the results of a set of scaled items
against the other half.

• Equivalent form method- method to measure


correlation between alternative instruments,
designed to be as equivalent as possible,
administered to the same group of subjects.

24
Validity
• The ability of a scale
or measuring instrument to
measure what it is
intended to measure.

Evaluation of validity

1.Face validity
2.Criterion validity
3.Construct validity
25
1.Face validity – professional agreement that a scale logically
appears to accurately measure what it is intended to measure.

2.Criterion validity – the ability of some measure to correlate


with other measures of the same construct.
Two types:
• Concurrent validity
• Predictive validity

3. Construct validity – the ability of a measure to confirm a


network of related hypothesis generated from a theory based
on the concepts.
Two components:
• Convergent validity
• Discriminant validity
26
Sensitivity
• A measurement instrument’s
ability to accurately measure
variability in stimuli & responses.

• Greater the numbers of categories in a scale,


greater the scale’s sensitivity.

27
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