Measurement ???? (??????)

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Measurement ????(??????)
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• ???
• mailto ckfarn_at_mgt.ncu.edu.tw
• 2011.04 updated

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Learning Objectives

• Understand . . .
• The distinction between measuring objects,
  properties, and indicants of properties.
• The similarities and differences between the four
  scale types used in measurement and when each is
  used.
• The four major sources of measurement error.
• The criteria for evaluating good measurement.

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Why Measurement Is Important
If you cant measure it, you cant manage
it. Bob Donath, Bob Donath and Co, Inc
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Measurements Will Vary Over Time
11-4
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Measurement
Selecting measurable phenomena
Developing a set of mapping rules
Applying the mapping rule to each phenomenon
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Characteristics of Measurement
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Types of Scales
Nominal
(???)(???????)
Ordinal
(?????)
interval
(??)
Ratio
(?? ??)
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Levels of Measurement
Nominal
Classification
Ordinal
interval
Ratio
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Nominal Scales

• Mutually exclusive and collectively exhaustive
  categories
• Exhibits the classification characteristic only

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Levels of Measurement
Nominal
Classification
Ordinal
Classification
Order
interval
Ratio
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Ordinal Scales

• Characteristics of nominal scale plus an
  indication of order
• Implies statement of greater than and less than

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Levels of Measurement
Nominal
Classification
Ordinal
Classification
Order
interval
Classification
Distance
Order
Ratio
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Interval Scales

• Characteristics of nominal and ordinal scales
  plus the concept of equality of interval.
• Equal distance exists between numbers

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Levels of Measurement
Nominal
Classification
Ordinal
Classification
Order
interval
Classification
Distance
Order
Ratio
Classification
Distance
Order
Natural Origin
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Ratio Scales

• Characteristics of previous scales plus an
  absolute zero point
• Examples
• Weight
• Height
• Number of children

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Moving from Investigative to Measurement
Questions
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Sources of Error
Respondent
Situation
Instrument
Measurer
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Evaluating Measurement Tools
Criteria
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Validity Determinants

• ??????????? (manifest) ???????,?????

Content
Construct
Criterion
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????
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???????

• Construct Validity ????
• ??????????,????????
• Face Validity ????
• ?????????????????
• Content Validity ????
• ??????????,????????
• Convergent Validity ????
• ??????????????,??????
• Discriminant validity????
• ??????????????,????????

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Increasing Face and Content Validity
Content
Literature Search
Etc.
Expert Interviews
Question Database
Group Interviews
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Multi-trait Multi-method Matrix
Correlations Matrix

• ??????????????
• ?????????????
• ???? Cronbachs alpha ??
• ????? (ca) ????Hetero-method Mono-trait (hm) ???
• hm ???? mh/hh ???
• mh ? hh ?????? pattern ???

M1T1 M1T2 M1T3 M2T1 M2T2 M2T3
M1T1 ca
M1T2 mh ca
M1T3 mh mh ca
M2T1 hm hh hh ca
M2T2 hh hm hh mh ca
M2T3 hh hh hm mh mh ca
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???????2

• Nomological Validity ????
• the degree to which a construct behaves as it
  should within a system of related constructs
  called a nomological set.
• Criterion validity ????
• ?????????,X ?? Y??????????? X ???,???????? Y
• Concurrent validity????
• ?????????????????????,????????????
• Predictive validity ????
• ???????????,?????????????????????

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Validity Determinants
Content
Construct
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Increasing Construct Validity
New measure of trust
Known measure of trust
Empathy
Credibility
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Validity Determinants
Content
Construct
Criterion
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Judging Criterion Validity
Relevance
Criterion
Freedom from bias
Reliability
Availability
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?? Reliability

• ????????????
• ??????????????
• ??????????
• ??????(e.g. Cronbach a)
• ???????

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Understanding Validity and Reliability
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Reliability Estimates
Stability
Internal Consistency
Equivalence
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???????

• Internal consistency reliability ?????
• Inter-rater reliability ?????????
• Test-retest reliability ????
• ?????????????????,????????(??????? Intra-rater
  reliability )
• Inter-method reliability ?????????????????,??????
  ??
• Parallel-forms reliability/ Duplicate-forms
  reliability ????
• ??,???????(??????)
• Split-half reliability ????
• ????,???????

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Practicality
Economy
Interpretability
Convenience
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???? Measurement Theory

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