当代市场调研10E全套配套课件中英文PPTch10.ppt 18页

ChapterTen10-1 Measurement:Theprocessofassigningnumbersorlabelstopersons,objects,oreventsinaccordancewithspecificrulesforrepresentingquantitiesorqualitiesorattributes.Theguide,method,orcommandthattellsaresearcherwhattodo.MeasurementProcessRule:10-2KeyTerms&DefinitionsConstructs:Specifictypesofconceptsthatexistathigherlevelsofabstraction. TheMeasurementProcess10-3KeyTerms&Definitions LevelsofMeasurementNominal:Scalesthatpartitiondataintomutuallyexclusiveandcollectivelyexhaustivecategories.Ordinal:Scalesthatmaintainthelabelingcharacteristicsofnominalscalesandhavetheabilitytoorderdata.Interval:Scalesthathavethecharacteristicsofordinalscales,plusequalintervalsbetweenpointstoshowrelativeamounts;theymayincludeanarbitraryzeropoint.Ratio:Scalesthathavethecharacteristicsofintervalscales,plusameaningfulzeropointsothatmagnitudescanbecomparedarithmetically.10-4KeyTerms&Definitions LevelsofMeasurement10-5KeyTerms&Definitions ClassificationTypeData:YesornoquestionsNounsingeneralGenderRace/EthnicityOccupationTextopen-endedquestionsAnalysisApproach:Crosstabulations/PercentagesSumsandfrequencycountsOnecan’ttelltherelativevalueofresponsesScalesthatpartitiondataintomutuallyexclusiveandcollectivelyexhaustivecategories.NominalData10-6KeyTerms&Definitions RankingTypeData:Bestliked,worstlikedWin,place,orshowFirst,second,thirdSmall,medium,andlargeComparisonsrankings-“rankthesemoviesfrombesttoworst”AnalysisApproach:Crosstabulations,sumsandfrequencycountsPercentages,mode,meanforsometypesOnecantelltherelativeorderofresponsesbutnotthedistancebetweenresponsesScalesthatmaintainthelabelingcharacteristicsofnominalscalesandhavetheabilitytoorderdata.OrdinalData10-7KeyTerms&Definitions ComparisonTypeData:Onea“1to10”scaleAge,income,etc.asrangesRed,blue,green-ifeachratedfrom1toXAnalysisApproach:Standarddeviation,variance,kurtosisDescriptivestatistics-mean,median,modeSumsandrangedfrequencycountsCorrelationCantelltherelativevalueofresponsesandcantellthedistancebetweenresponsesScalesthathavethecharacteristicsofordinalscales,plusequalintervalsbetweenpoints.IntervalData10-8KeyTerms&Definitions FlatNumericTypeData:Age=50(notanagerange)Income=$25,000(notanincomerange)Numberofchildren:________AnalysisApproach:Standarddeviation,variance,kurtosisDescriptivestatistics-mean,median,modeSumsandrangedfrequencycountsPearsoncorrelation,regressionCantelltherelativevalueofresponsesandcantellthedistancebetweenresponsesandhowtheyrelatetozeroScalesthathavethecharacteristicsofinterval,plusameaningfulzeropoint.RatioData10-9KeyTerms&Definitions Reliability:Degreetowhichmeasuresarefreefromrandomerrorand,therefore,provideconsistentdata.Theextenttowhichthesurveyresponsesareinternallyconsistent.Validity:Degreetowhichwhattheresearcherwastryingtomeasurewasactuallymeasured.ReliabilityandValidity10-10KeyTerms&Definitions TestandRetest:Theabilityofthesameinstrumenttoproduceconsistentresultswhenusedasecondtimeunderconditionsassimilaraspossibletotheoriginalconditions.Stability:Lackofchangeinresultsfromtesttotest.EquivalentForm:Abilityoftwoverysimilarformsofaninstrumenttoproducecloselycorrelatedresults.TestingReliability10-11KeyTerms&Definitions InternalConsistency:Theabilityofaninstrumenttoproducesimilarresultswhenusedondifferentsamplesduringthesametimeperiodtomeasureaphenomenon.SpiltHalfTechnique:Amethodofassessingthereliabilityofascalebydividingthetotalsetofmeasurementitemsinhalfandcorrelatingtheresults.TestingReliability10-12KeyTerms&Definitions Face:Thedegreetowhichameasurementseemstomeasurewhatitissupposedtomeasure.Content:Therepresentativeness,orsamplingadequacy,ofthecontentofthemeasurementinstrument.TestingValidity10-13KeyTerms&Definitions CriterionRelated:Thedegreetowhichameasurementinstrumentcanpredictavariablethatisdesignatedacriterion.Construct:Thedegreetowhichameasurementinstrumentrepresentsandlogicallyconnects,viatheunderlyingtheory,theobservedphenomenontotheconstruct.TestingValidity10-14KeyTerms&Definitions Predictive:Thedegreetowhichafuturelevelofacriterioncanbeforecastbyacurrentmeasurementscale.Concurrent:Thedegreetowhichanothervariable,measuredatthesamepointintimeasthevariableofinterest,canbepredictedbythemeasurementinstrument.TestingValidity10-15KeyTerms&Definitions Convergent:Thedegreeofcorrelationamongdifferentmeasuresthatpurporttomeasurethesameconstruct.Discriminate:Themeasureofthelackofassociationamongconstructsthataresupposedtobedifferent.TestingValidity10-16KeyTerms&Definitions ReliabilityandValidity10-17KeyTerms&Definitions 10-18KeyTerms&DefinitionsMeasurementRuleTheMeasurementProcessConstructsConstitutiveFunctionOperationalDefinitionMeasurementScaleTypesofScale–anOverviewNominalScalesOrdinalScalesIntervalScalesRatioScalesReliabilityTest-RetestReliabilityLinksandbuttonareactivewhenin“SlideShowMode”KeyTerms&DefinitionsStabilityEquivalentFormReliabilityInternalConsistencyReliabilitySplit-halfTechniqueValidityFaceValidityContentValidityCriterionRelatedValidityPredictiveValidityConcurrentValidityConstructValidityConvergentValidityDiscriminantValidityComparingReliabilityvs.Validity