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Course Instructor: Dr. Aurangzeb Z. Khan1
RESEARCHMETHODOLOGY
(Business Research Methods)
 
Course Instructor: Dr. Aurangzeb Z. Khan2
Measurement and Scaling (1)
In business research, measurement of variables is aindispensable requirement
Problem – Defining what is to be measured, and how it isto be accurately and reliably measured
Some things (or concepts) which are inherently abstractin their nature (e.g. job satisfaction, employee morale,brand loyalty of consumers) are more difficult to measurethan concepts which can be assigned numerical values(e.g. sales volume for employees X, Y and Z)
 
Course Instructor: Dr. Aurangzeb Z. Khan3
Measurement and Scaling (2)
In order for a concept to have the quality of beingmeasurable, it must first be made operational
An operation definition may be defined as a definitionthat gives meaning to concept by specifying the activitiesor operations which are necessary in order to measure it
Example – A satisfied consumer will make at least fivepurchases of Product A from Shop T over a three-monthperiod of time
Note that sometimes – depending on the context of theresearch study - it may be difficult to make operationaldefinitions
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