module 3 measurement

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Module 3:

Sampling and Measurement

Measurement



Module 3 Measurement and Scaling Scaling Techniques

Characteristics of sound measurement Sampling Techniques Steps in sampling Types of Sample Design-probability and non-

probability Size of Sample Sampling errors



Measurement The process of assigning numbers or labels to units

of analysis to represent conceptual properties.

The assignment of different values to categories of units of analysis.

It is a complex and demanding task especially sincewhen it concerns qualitative and abstract phenomenon.



Why Measure? Every problem or hypothesis consists of

concepts or variables.

There is need to move from theabstract to the tangible to theobservable.

The explication of measurement permitsthe replication of the process



Measurement Measurement is done in three stages:

conceptualization, specification andoperationalization.

Reliability and validity are important asmechanisms for assessing the quality of

the measurement process.



Conceptulization Process of identifying a concept or construct A generalized idea about a class of objects,

attributes, occurrences, or processes Example,

Brand loyaltyhow to we measure it. Percentage of a persons purchase of one brand

over a given period of time. Sequences of brand purchase Number of brand purchase Amount brand deliberation Attitude towards brands.



Operationalization Specifies what the researcher must do to

measure the concept under investigation

Processes of defining the constructs andidentifying the variables. This definition isknown as operational definitions.

Operational definitions require one toconsider such things as: level of

measurement, reliability and validity



Example

concept: Job ChallengeConceptual Definition

The dimension reflects a

workers desire forstimulation andchallenge in his or herjob and ability toexercise in his or her

job

Operational definition

The work is interesting.

I have an opportunity todevelop my own specialabilities

I am given a chance to

do the things I do best.You make them questions

and ask in variousforms



Media SkepticismConceptual definition

the degree to which individuals areskeptical toward the reality presented in

the mass media. Media skepticism varies across

individuals, from those who are mildly

skeptical and accept most of what theysee and hear in the media to those whocompletely discount and disbelieve thefacts, values, and portrayal of reality in

the media.



Media Skepticism

Operational Definition

The program was not very accurate inits portrayal of the problem.

Most of the story was staged forentertainment purposes.

The presentation was slanted andunfair.



Exercise Social Networking

Conceptualization Operationalization

Scales



Measurement The operational definition can be used

to ask questions in any researchtechnique.

You can ask question or preparequestionaires

You can observe through that aspect.Or you can have an experiment.



Questions or Questionaire Question can be asked and the

response can be noted down in anyform of scales.

So, what are the different forms of scales?



Scale Series of items arranged according to

value for the purpose of quantification

A continuous spectrum

Types of Scale Nominal

Ordinal Interval

Ratio



Scale Properties Uniquely classifies

Preserves order Equal intervals

Natural zero



Nominal Scale Properties Uniquely classifies

Yes/no

Male/female

Assigning number symbols to events inorder to label them

Least powerful



Ordinal Scale Properties Uniquely classifies

ordered but differences between valuesare not important

e.g., political parties on left to right spectrum given labels 0, 1, 2

e.g., Likert scales, rank on a scale of 1to 5 your degree of satisfaction

e.g., restaurant ratings



Interval Scale Properties Uniquely classifies

Preserves order

Equal intervals Consumer Price Index (Base 100)

Fahrenheit temperature

ordered, constant scale, but no natural zero

differences make sense, but ratios do not (e.g., 30°-20°=20°-10°, but 20°/10° is not twice as hot! e.g., temperature (C,F), dates



Ratio Scale Properties Uniquely classifies

Preserves order Equal intervals

Natural zero

Weight and distance



Analysis of Scales Nominal---counting----frequency,

percentage and mode

Ordinal-----Rank Ordering-----median,range,percentile and ranking

Intervalarithmetic operations-----

mean, standard deviation, variance Ratio----arithmetic operations---mean,

coefficient of variations



Index Variables:-

Variables are measured by attributes Attributes:- single characteristics or

fundamental feature of an object,person, situation or issue

A construct is measured with severalattributes called index measures.



Example Construct

Social Class

Attributes:

residence,

Occupation

Education

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