BRM13e PPT ch10 Pss

Chapter 10
STAGE 2: MEASUREMENT FOUNDATIONS
Copyright © 2019 by The McGraw-Hill Companies, Inc. All rights reserved. 10-1
Learning Objectives
Understand . . .
The distinction between measuring objects,
properties, and indicants of properties.
The similarities and differences between the four
scale types used in measurement and when each
is used.
The four major sources of measurement error.
The criteria for evaluating good measurement.
Research Thought Leader
“Absolute figures in a connected world don't

give us a whole picture. They are not as true
as they could be. We need relative figures
that are connected to other data, that can
lead us to change our perspective.”
David McCandless
author
Knowledge Is Beautiful: Impossible Ideas, Invisible
Patterns, Hidden Connections—Visualized
Review of Terms
Operational
Concept Construct Variable
Definition
Measurement
Select
measurable phenomena
Develop a set of
mapping rules
Apply the mapping rule

to each phenomenon
Characteristics of Measurement
Types of Scales
Nominal
Ordinal
Interval
Ratio
Levels of Measurement
Classification
Nominal
Ordinal
Interval
Ratio
Nominal Scales
Mutually Exclusive
Collectively Exhaustive Categories
Classification Only
Mapping
Rules
Classification
Nominal
Classification
Ordinal
Order
interval
Ratio
Ordinal Scales
Nominal Scale Characteristics
+ Order
Implies greater than or less than
Classification
Nominal
Classification
Ordinal
Order
Classification Distance
Interval
Order
Ratio
Interval Scales
Ordinal Scale Characteristics
Equality of interval
Equality of distance between
numbers
Classification
Nominal
Classification
Ordinal
Order
Interval
Order
Ratio
Order Natural Origin
Ratio Scales
Interval Scale Characteristics
Absolute Zero
From
Investigative
to
Measurement
Questions
Recoding
Adjust variable
after data collection
Apply new mapping rules
Only REDUCE variable

power
Less powerful
statistical analysis
Sources of Error
Participant Situation
Measurer Instrument
Characteristics of Good Measurement
Validity
Characteristics
Practicality Reliability
Validity Determinants
Content
Criterion Construct
Increasing Content Validity
Literature
Search Content Etc.
Expert Question
Interviews Database
Group
Interviews
Construct Validity
Measurement
Theory
Instrument
Increasing Construct Validity
New measure of trust
Known measure of trust
Empathy measure
Credibility measure
Validity Determinants
Content
Criterion Construct
Judging Criterion Validity
Relevance
Freedom from bias

Criterion
Reliability
Availability
Summary of Validity Estimates
Understanding
Validity and
Reliability
Reliability Estimates
Stability
Internal
Equivalence
Consistency
Stability
Internal
Equivalence
Consistency
Stability
Internal
Equivalence
Consistency
Equivalence
Summary of Reliability Estimates
Practicality
Economy Convenience Interpretability
Key Terms
11-
35
Internal validity Practicality

 Construct Properties
 Content Ratio scale
 Criterion related Recoding
Interval scale Reliability
Mapping rules  Equivalence
Measurement  Internal consistency
Nominal scale  Stability
Objects Validity
Ordinal scale
Chapter 10
STAGE 2: MEASUREMENT
DISCUSSION OPPORTUNITIES
Advertising Effectiveness
Snapshot:
The Norm: measure rational response
Emotional
Face of Alternative: measure emotional
Research response
Understand various elements of
ad style
1000 Ohio Lottery players
11 ads (TV and radio)
15-min, online survey

Image courtesy of Marcus Thomas LLC
Snapshot:
The
Choose face to match feeling
Emotional
Face of Open-ended question responses
Research
Closed questions for traditional
measures
Aggregate emotional responses
Journey map for each ad

Compare each ad
to industry benchmark
Snapshot:
The
Emotional
Face of
Research
Clear indicators of positive &

negative emotional response
Moments: absence of engagement
New guidelines for future ads
Snapshot: Tivo Households
Emmy winning shows
Ad-skipping behaviors
View involvement
increases ad skipping
Snapshot:
Talent Analytics: The Frontier of HR Research
“Initially,
many [HR] assessments
were used primarily for pre-hire
selection; today, assessment
providers offer strategic resources
for global organizations that want
to build their overall knowledge of
their employees beyond hiring—for
development, promotion, internal
mobility and succession planning.”
Snapshot:
Elements of a
Talent Audit
Snapshot:
Attract better talent
Retain talent
Enhance productivity
Reduce negative effects
of rejected hire
Better predict future performance
Identify talent for promotion

Chapter 10
STAGE 3: MEASUREMENT
Photo Attributions
Slide Source
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16 © benedamiroslav / 123RF
24 © Gene Chutka/Getty Images
32 © Image Source
37 Courtesy of Marcus Thomas, LLC
40 © Shutterstock / Juice Images Ltd
41 © stockbroker/123RF
43 © stockbroker/123RF

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Chapter 10

STAGE 2: MEASUREMENT FOUNDATIONS

“Absolute figures in a connected world don't

Apply the mapping rule

Collectively Exhaustive Categories

Nominal Scale Characteristics

Implies greater than or less than

Ordinal Scale Characteristics

Interval Scale Characteristics

Apply new mapping rules

Only REDUCE variable

New measure of trust

Known measure of trust

Freedom from bias

Economy Convenience Interpretability

Internal validity Practicality

11 ads (TV and radio)

15-min, online survey

Journey map for each ad

Clear indicators of positive &

New guidelines for future ads

Emmy winning shows

Attract better talent

Identify talent for promotion

40 © Shutterstock / Juice Images Ltd

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