Académique Documents
Professionnel Documents
Culture Documents
Measurement and
Scaling Concepts
Money Matters?
Evaluation on customer
relationship management
(CRM) employees.
An overall ranking of all
CRM employees.
Key question is, What is
performance?
Sales? Profits?
Directors evaluation?
Customer satisfaction?
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
13-2
What Do I Measure?
Measurement
The process of describing some property of a
phenomenon, usually by assigning numbers in
a reliable and valid way.
The numbers should convey information about
the property being measured.
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
133
Course grade
Letter grade
A: excellent
B: good
C: average
D: poor
F: failing
Percentage grade
100 percent: perfect
60-99: differing degrees of passing performance
P/F grade
P: passing mark
F: failing mark
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
134
EXHIBIT 13.1
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
135
Ordinal (categorical)
allow things to be ranked based on certain
properties.
Have nominal properties.
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
136
Ratio
Highest form of measurement.
Have all the properties of interval scales
Represents absolute quantities: zeroabsent of some
property.
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
137
Continuous Measures
Measures that can take on any value along
some scale range.
Infinite number of values
Interval and ratio sales
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
138
Index Measures
Index Measures
Multi-item instruments for measuring a
concept.
Indexes often are formed by putting several
variables together.
Different variables may have different weight.
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
139
http://www.theacsi.org/the-american-customersatisfaction-index
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Reliability
Validity
Good
Measurement
Sensitivity
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Good measurement
Reliability
The degree to which measures are free from random
error and therefore yield consistent results.
An indicator of a measures internal consistency.
Validity
The accuracy of a measure or the extent to
which a score truthfully represents a concept.
Does a scale measure what was intended to be
measured?
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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Good measurement
Sensitivity
A measurement instruments ability to accurately
measure variability in stimuli or responses.
Generally increased by adding more response points or
adding scale items.
2013 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
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