Professional Documents
Culture Documents
Research Methods
William G. Zikmund
Chapter 13:
Measurement
Concept
V a lid it y
FAC E O R C O N TEN T C R IT E R IO N V A L ID IT Y C O N S T R U C T V A L ID IT Y
C O N C U R R EN T P R E D IC T IV E
Reliability
R E L IA B IL IT Y
S T A B IL IT Y IN T E R N A L C O N S IS T E N C Y
TEST R ETEST E Q U IV A L E N T F O R M S S P L IT T IN G H A L V E S
Sensitivity
• A measurement instrument’s ability to
accurately measure variability in stimuli or
responses.