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| The process of assigning numbers or labels to objects, persons, states, or events in accordance with specific rule to represent quantities or qualities of attributes. |
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The measure is not the object, event, etc.
The measure is a representation of the object, etc.
Most likely, the measure is a representation of a single aspect of the object |
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| Requirements for measurement |
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Definition
Conceptual definition
Operational definition
Consistent, specific rules for assigning numbers or scales |
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A generalized idea about a class of objects, defined in terms of other concepts. Not directly measurable.
I.E brand loyalty, personality, social class, |
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Specifies the activities or operations necessary to measure the concept. Defined in terms of observables or directly measureable things, singly or as a composite. How do you operationalize Social Class? Occupation, source of income, education
How do you operationalize Innovativeness |
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A Rule is a guide instructing us what to do, how to assign numbers. The operationalization helps specify the rules
A rule for measurement of Social Class:
Assign numbers 1 through 7 to individuals according to how educated they are: assign a 1 to those not having finished high school |
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| Concept: media skepticism/ Conceptual definition |
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| Conceptual Definition: The degree to which individuals are skeptical toward the reality presented in the mass media. Media Skepticism varies across individuals, form those whoa re mildly skeptical and accept most of what they see and hear in the media, to those who completely discount and disbelieve the facts, values and portrayal of reality in the media. |
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| Concept: Media Skepticism // Operational Definition |
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| Operational Definition Please tell me how true each statement is about the media. Is it very true, not very true, or not at all true |
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Any series of items which are progressively arranged according to value or magnitude into which an item can be placed according to its quantification.
A continuous spectrum or series of categories into which the item to be measured can be placed |
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| nominal, ordinal, interval, ratio, |
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Implies “in name only”
Assign a number just as a means of identification, not to impart any ordering or differential magnitude, i.e., football jerseys
Where do you usually purchase music CDs or audio cassettes?
1. Music store 4. Membership 2. Department store 5. Other (specify) 3. Discount store
Sex: q Female q Male
Count or percentage, or mode can be performed. No means, medians, standard deviations |
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| implies order, rank, assigns magnitude in relative sense. fair, good, excellent... |
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| rank with equal distances between values. temperature, likert (agree strongly, agree, fair, disagree, disagree strongly) |
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| rank with equal distance between values and a real zero meaning zero. |
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| skipped questionnaire development |
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| characteristics of population |
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Prohibitive
Often unnecessary
adequate reliability from a sample |
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| Wherein all population members have a known chance of being selected |
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Systematically spreads the sample through the list of population members
every tenth name in the phone book
sensitive to regularities in the list
Creating population lists problematic
proxies convenient, but are often incomplete |
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Subgroups of interest are identified, called strata
expectation of heterogeneity in response among strata
SRS of each strata are drawn and composited |
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Subgroups of interest are identified, called clusters (usually geographic)
expectation of homogeneity in response among clusters
sample by cluster, take census within chosen clusters |
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Takes a huge population and narrows it down through successive steps
Each step is a type of sample
May combine several of the types mentioned above
Proportional weighting |
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When?
Self-administered: when the survey is received
Interviewer-administered: at the end of the interview |
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