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Module 3:
Sampling and Measurement
Measurement
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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
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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.
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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
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Measurement Measurement is done in three stages:
conceptualization, specification andoperationalization.
Reliability and validity are important asmechanisms for assessing the quality of
the measurement process.
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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.
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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
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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
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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.
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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.
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Exercise Social Networking
Conceptualization Operationalization
Scales
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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.
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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?
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Scale Series of items arranged according to
value for the purpose of quantification
A continuous spectrum
Types of Scale Nominal
Ordinal Interval
Ratio
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Scale Properties Uniquely classifies
Preserves order Equal intervals
Natural zero
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Nominal Scale Properties Uniquely classifies
Yes/no
Male/female
Assigning number symbols to events inorder to label them
Least powerful
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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
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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
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Ratio Scale Properties Uniquely classifies
Preserves order Equal intervals
Natural zero
Weight and distance
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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
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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.