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"Measurement in Research": H.Zothantluangi Research Scholar Management Deptt. Mizoram University

This document discusses measurement in research. It explains that measurement refers to assessing or evaluating characteristics or events. Researchers must choose an appropriate measurement scale for the variables in their study. Scales should be practical, valid, and reliable. Common measurement scales include nominal, ordinal, interval, and ratio scales. Sources of error in measurement can occur due to observer bias, instrument bias, or subject bias. The document also provides examples of comparative and non-comparative scaling techniques used in research.

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113 views

"Measurement in Research": H.Zothantluangi Research Scholar Management Deptt. Mizoram University

This document discusses measurement in research. It explains that measurement refers to assessing or evaluating characteristics or events. Researchers must choose an appropriate measurement scale for the variables in their study. Scales should be practical, valid, and reliable. Common measurement scales include nominal, ordinal, interval, and ratio scales. Sources of error in measurement can occur due to observer bias, instrument bias, or subject bias. The document also provides examples of comparative and non-comparative scaling techniques used in research.

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MïMï Žöťhäñ Hmäř
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© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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“Measurement in Research”

H.Zothantluangi
Research Scholar
Management Deptt.
Mizoram University
Measurement:

According to Thomas M., Gavin, ‘Measurement


refers to the assessment, estimation, observation,
evaluation, appraisal or judgment of an event.
Measurement in research (also considered a
dependent variable) is the process of assigning
numerals to objects to represent quantities of
characteristics according to certain rules. Those
involved in conducting a study must choose the
most appropriate measurement scale’.
Measurement Scales:
Researchers conducting a study must choose
the most appropriate measurement scale. The
test should contain one or more scales of
measurement that meet the logical
requirements of measurement. The chosen
measurement scale must contain precise and
accurate values, and the instrument should be
practical, valid and reliable
Practicality:

The instrument to be administered should be


practical, easy to administer and as
economical as possible. Scoring, recording,
retrieving, reading and interpreting the test
should be well-planned, easy and cost-
effective.
Validity:

External:
External validity refers to how well the
variables designed for the study represent the
phenomenon of interest (the event).

Internal:
Internal Validity refers to how well the actual
measurements represent these variables.
Reliability:
Reliability refers to the stability or consistency of the
obtained values. It is the degree to which a test yields the
same results when given on two different occasions (intra-
rater reliability) or by two different examiners to the same
group of individuals (inter-rater reliability). Correlational
studies commonly are used to determine test reliability.
The logical requirements of measurements help assure
reliability. Reliability is a necessary but not sufficient
condition to prove the validity of a test. If a test is not
reliable it cannot be valid. However, a test that is reliable
is not necessarily valid.
SCALES

The type of variable produced by the


measurement determines the type of scale
used. Some types of scales are quite simple
but may not be appropriate for more
informative and powerful statistics.
Nominal Scale:

The lowest level of measurement is the


nominal scale, also referred to as the
classificatory scale. This scale consists of
mutually exclusive categories, meaning once
something placed in one category it cannot be
put into any other category.
Ordinal Scale:

Ordinal scales have all of the requirements of


nominal scales but also include the property
of order. If the categories of a scale are
ordered, they constitute an ordinal scale. For
categories that use numbers, the numbers
must correspond to the order of the
categories
Ratio Scale:
A ratio scale has all of the properties of an
interval scale plus a true zero point. The value
of zero on a ratio scale indicates the complete
absence of the characteristic of interest. The
importance of having a true zero point is that
ratios of values on the scale can be
meaningfully constructed.
Errors in Measurement:
In all measurements there is an error. The overall degree to
which measurements in a sample represent the
phenomenon or event of interest in the population is a
function of two sources of error: sampling error and
measurement error.
Both of these errors have random (wrong result due to
chance) and systematic (wrong result due to bias)
components. Minimizing measurement error will enhance
the validity of drawing inferences from a study by rendering
that study relatively free of random error (precise). The
greater the random error, the less precise the measurement.
SOUURCES OF ERROR IN MEASUREMENT:

• Observer bias: This refers to consistent distortion,


conscious or unconscious, in the perception or
reporting of the measurement by the observer.

• Instrument bias : This can result from faulty function of


a mechanical or electromechanical device used for
measurement.

• Subject bias : This refers to consistent distortion of the


measurement due to subject bias.
A classification of scaling techniques
SCALING TECHNIQUES

Comparative Non-comparative
scales scales

Paired Rank Constant Others Continuous Itemized


comparison order sum rating rating
scales scales

Semantic
Likert Stapel
differential
Types of Scaling Techniques
• COMPARATIVE SCALES
• Involve the respondent directly comparing stimulus
objects.
• e.g. How does Pepsi compare with Coke on sweetness

• NON-COMPARATIVE SCALES
• Respondent scales each stimulus object independently
of other objects
• e.g. How would you rate the sweetness of Pepsi on a
scale of 1 to 10
Examples of Comparative Scaling Techniques:

Eg. 1) Please indicate which of the following


airlines you prefer by circling your more
preferred airline in each pair:
Air Canada WestJet
Air Transat Air Canada
Horizon Air WestJet
WestJet Air Transat
Air Canada Horizon Air
Horizon Air Air Transat
Eg.2)Comparative scales:
constant sum scales
Please divide 100 points among the following characteristics so
the division reflects the relative importance of each
characteristic to you in the selection of a bank
Hours of service ________________
Friendliness _______________
Distance from home ________________
Investment vehicles ________________
Parking facilities __________________
Non-comparative scale
Itemized Rating Scales

Semantic The Likert scale Stapel scale


differential
scale
Non-comparative scale
Semantic differential scale

Here are a number of statements that could be used to describe


Tesco. For each statement tick ( ) the box that best
describes your feelings about Tesco.

Modern Store Old- fashioned store


Low prices High prices
Unfriendly staff Friendly staff
Narrow product range Wide product range
Sophisticated customers Unsophisticated customers
Likert scale
Strongly Disagree Neither agree Agree Strongly
disagree nor disagree agree
Cost is the most important 1 2 3 4 5
consideration when buying a
new car
CONCLUSION
When deciding to conduct research using a
questionnaire or survey, it's important to use a
multidisciplinary team approach to develop
unbiased questions. Once the instrument has been
formulated and edited by the methodologist, it
must be validated. A power analysis is subsequently
made to determine the sample size (number of
subjects needed in the study). The sample size, type
of study and type of variable will then determine
the appropriate statistical test to be done.
REFERENCES:
• Nolinske T. Survey research and measurement
error. JPO 1995;7:2:68-78.
• Panneerselvam R.,Research Methodology,New
Delhi,PHI
• World Wide Web.

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