Topic 5

Measurement of
Variables: Operational
Definition

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 Measurement of variables in the
theoretical framework/academic construct
is a key aspect of research and an
important aspect of research design.
 If these variables are not measured in
some way you will not be able to answer
your research problem/test hypothesis.
 shopping enjoyment, weight, ethnic
Measurement means assigning numbers
or other symbols to characteristics ( or
attributes) of objects according to certain
pre-specified rules.
 Objects include persons, strategic
business units, companies,
countries, kitchen appliances,
restaurants, shampoo, yogurt and so
on.
 Examples of characteristics of
objects are achievement motivation,
organizational effectiveness,
diversity, service quality, customer
satisfaction, store patronage.
Measurement means assigning numbers or other symbols to characteristics ( or
attributes) of objects according to certain pre-specified rules.

– One-to-one correspondence between the numbers and the characteristics

being measured.
– The rules for assigning numbers should be standardized and applied
uniformly.
– Rules must not change over objects or time.
 Types of Variables:
Objective vs Subjective
Objective variables Subjective variable
 Two types of variables:
 One lends itself to objective and
precise measurement
 Eg. human psychological
phenomena such as blood
pressure, pulse rate and body
temperature and
 Eg. physical attributes such as
height and weight
 The other is more nebulous and
does not lend itself to accurate
measurement because of its
abstract and subjective nature.
 Although there is lack of physical
measuring device, there are ways
of tapping the subjective feelings
and perceptions of individuals.
 One such technique is to reduce
the abstract concepts such as
satisfaction, motivation,
involvement, buyer behaviour to
observable behaviour and
characteristics
 Operationalizing concepts: reduction of abstract
concepts to render them measurable in a tangible
way.

 Operationalizing is done by looking at the

behavioural dimensions, facets, or properties
denoted by the concept.

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 Operationalizing: Achievement
Motivation
 What are the behavioral dimensions, facets or characteristics we
expect to find in people with high achievement motivation?

 Typically they have 5 broad characteristics called dimensions:

i. Driven by work
ii. Unable to relax
iii. Impatience with ineffectiveness
iv. Seeks moderate challenge
v. Seeks feedback
Example

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 When reviewing literature in a given area, take note of
the reference that discusses the instrument used to tap
the concept in the study and READ IT!!

 The article will tell you when the measure was

developed, by whom and how long it has been in use.

 Only well developed instrument which has been

carefully operationalized will be accepted and
frequently used by researchers.