MR Final Exam Flashcards
What are the 8 steps in the measurement process?
- Identify the concept of interest
- Develop a construct
- A constitutive definition
- An operational definition
- A measurement scale
- Evaluate the reliability and validity of the scale
- Utilises the scale
- Research findings
What is a Nominal Scale?
Sales that partition data into mutually exclusive and collectively exhaustive categories, like “Whats your gender?”
What is an Ordinal Scale?
Scales that maintain the labelling characteristics of nominal scales and have the ability to order data. e.g. put theses five brands in order from your most favourite to least favourite”
What is an Interval scale?
Sales that have characteristics of ordinal scales, plus equal intervals between points to show relative amounts. e.g. Rate on a 1-5 scale how much you like the following brands.?
What is a Ratio scale?
Scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically (Whats your income?)
Explain Reliability
Degree to which measures are free from random error (recall sources of error covered in chapter 6) and therefore, provide consistent data.
Explain validity
Degree to which what the researcher was trying to measure was actually measured.
What is convergent validity?
The degree of correlation among different measures that purport to measure the same construct, e.g. attitude toward exercising.
What is discriminate validity?
The measure of the lack of association among constructs that are supposed to be different.e.g. Attitude toward exercising does not have to exhibit any correlation with attitude toward unhealthy food.
What is a construct?
The degree to which a measurement instrument represents and logically connects, via the underlying theory, the observed phenomenon to the construct.
What is face validity?
The degree to which a measurement seems to measure what it is supposed to measure. (Did you think x was fair?)
Explain the Split half technique
A method od assessing the reliability of a scale by dividing the total set os measurement items in half and correlating the results.
What is the Cronbach alpha?
Looks at the correlation across the multiple measures that tap one construct, like attitude toward the ad. If the value is less that 0.7 then the items are assumed reliable.
What is a Test and retest technique?
The ability of the same instrument to produce consistent results when used a second time under conditions as similar as possible to the original conditions. This is rarely done as retests can be hard to administer and are often addicted by initial test.
What is equivalent form?
Ability of two very similar forms of an instrument to produce closely correlated results. Again, rarely done. Why bother creating a similar form of an instrument?
