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1、Exploring MarketingResearchWilliamG.ZikmundChapter13:MeasurementConceptAgeneralizedideaaboutaclassofobjects,attributes,occurrences,orprocessesCopyright©2000byHarcourt,Inc.Allrightsreserved.OperationalDefinitionSpecifieswhattheresearchermustdotomeasuretheconceptunderinvestigationCopyrigh
2、t©2000byHarcourt,Inc.Allrightsreserved.MediaSkepticismMediaskepticismisthedegreetowhichindividualsareskepticaltowardtherealitypresentedinthemassmedia.Mediaskepticismvariesacrossindividuals,fromthosewhoaremildlyskepticalandacceptmostofwhattheyseeandhearinthemediatothosewhocompletelydisco
3、untanddisbelievethefacts,values,andportrayalofrealityinthemedia.Copyright©2000byHarcourt,Inc.Allrightsreserved.Pleasetellmehowtrueeachstatementisaboutthemedia.Isitverytrue,notverytrue,ornotatalltrue?1.Theprogramwasnotveryaccurateinitsportrayaloftheproblem.2.Mostofthestorywasstagedforent
4、ertainmentpurposes.3.Thepresentationwasslantedandunfair.Copyright©2000byHarcourt,Inc.Allrightsreserved.ScaleSeriesofitemsarrangedaccordingtovalueforthepurposeofquanitificationAcontinuousspectrumNominalScaleOrdinalScaleIntervalScaleRatioScaleScalePropertiesUniquelyClassifiesPreservesOrde
5、rEqualIntervalsNaturalZeroNominalScalePropertiesUniquelyClassifiesSammySosa#21MarkMcGwire#25OrdinalScalePropertiesUniquelyClassifiesPreservesOrderWin,Place,&ShowIntervalScalePropertiesUniquelyClassifiesPreservesOrderEqualIntervalsConsumerPriceIndex(Base100)FahrenheitTemperatureRatioScal
6、ePropertiesUniquelyClassifiesPreservesOrderEqualIntervalsNaturalZeroWeightandDistanceIndexMeasuresATTRIBUTESAsinglecharacteristicorfundamentalfeaturethatpertainstoanobject,person,orissueCOMPOSITEMEASUREAcompositemeasureofseveralvariablestomeasureasingleconcept;amulti-iteminstrumentCopyr
7、ight©2000byHarcourt,Inc.Allrightsreserved.TheGoal ofMeasurementValidityCopyright©2000byHarcourt,Inc.Allrightsreserved.ValidityTheabilityofascaletomeasurewhatwasintendedtobemeasuredCopyright©2000byHarcourt,Inc.Allrightsreserved.ReliabilityThedegreetowhichmeasuresarefreefromrando
