Good scale measurement
Click here to load reader
-
Upload
sai-precious -
Category
Business
-
view
603 -
download
0
Transcript of Good scale measurement
![Page 1: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/1.jpg)
CRITERIA FOR GOOD MEASUREMENT
![Page 2: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/2.jpg)
Goodness of measurement• Make sure the accuracy of the instrument.
For that:• Ensure not missing any dimension, element,
and question. Nothing irrelevant.• Assess the “goodness” of measuring
instrument.• Characteristics of a good measurement: Validity, Reliability, and Sensitivity –
accuracy of the measuring instrument.
![Page 3: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/3.jpg)
The Goal of Measurement: Validity and Reliability
![Page 4: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/4.jpg)
Validity
• The ability of an instrument to measure
what is intended to be measured.
• Validity of the indicator Is it a true
measure? Are we tapping the concept?
• Abstract ideas (construct) but concrete
observations. Degree of fit between a
construct and its indicators.
![Page 5: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/5.jpg)
Types of Validity
• 1. Content validity
• 2. Criterion-related validity
• 3. Construct validity
![Page 6: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/6.jpg)
RELIABILITY• The degree to which measures are free from
random error and therefore yield consistent results
• Stability and consistency with which the instrument measures the concept and helps to assess the goodness of a measure.
• Maintains stability over time in the measurement of a concept.
• Two important dimensions of reliability: (a) stability and (b) consistency
![Page 7: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/7.jpg)
a. Stability of Measures
• Ability of the measure to remain the same over time.
• It attests to the “goodness” of measure because the measure of the concept is stable, no matter when it is applied.
![Page 8: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/8.jpg)
Note• Reliability is necessary but not
sufficient condition of to test of goodness of a measure.
• A measure could be highly stable and consistent, but may not be valid.
• Validity ensures the ability of the instrument to measure the intended concept.
![Page 9: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/9.jpg)
Old Rifle New Rifle New Rifle Sun glare
Low Reliability High Reliability Reliable but Not Valid
(Target A) (Target B) (Target C)
Reliability and Validity on Target
![Page 10: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/10.jpg)
Sensitivity• Instrument’s ability to accurately measure
variability in responses.• A dichotomous response category, such as
“agree or disagree” does not allow the recording of subtle attitude changes.
• A sensitive measure, with numerous items on the scale, may be needed. For example:
• Increase items. Increase response categories. (Strongly agree, agree, neutral, disagree, strongly disagree). It will increases a scale’s sensitivity
![Page 11: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/11.jpg)
Practicality• Validity, reliability, and sensitivity
are the scientific requirements of a project.
• Operational requirements call for it to be practical in terms of economy, convenience, and interpretability.
![Page 12: Good scale measurement](https://reader038.fdocuments.in/reader038/viewer/2022100600/554e6d56b4c905f66a8b4811/html5/thumbnails/12.jpg)
Conclusion:
• It is important for marketers to measure attitude scales and marketers try to understand these scales and influence them to gain an advantage in the market.