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Marketing Research
Chapter 10: The concept of measurement
25
Marketing
Undergraduate 3
03/27/2013

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Term
Measurement
Definition
Process of assigning numbers or labels to persons, objects, or events in accordance with specific rules for representing quantities or qualities of attributes.
Term
Rule
Definition
Guide, Method, or Command that tells a researcher what to do
Term
Constructs
Definition
Specific types of concepts that exist at higher levels of abstraction
Term
Constitutive definition
Definition
Statement of the meaning of the central idea or concept under study, establishing its boundaries

aka theoretical/conceptual definition
Term
Operational Definition
Definition
Statement of precicely which observable characteristics will be measured and the process of assigning value to the concept
Term
Scale
Definition
Set of symbols or numbers so constructed that tat the symbols or numbers can be assigned by a rule to the individuals to whom the scale is applied
Term
nominal scales
Definition
Scales that partition data into mutually exclusive and collectively exhaustive categories
Term
ordinal scales
Definition
scales that maintain the labeling characteristics of nominal scales and have the ability to order data
Term
Interval Scales
Definition
Scales that have the characteristics of ordinal scales, plus equal intervals between points to show relative amounts

May include an arbitrary zero point
Term
Ratio Scales
Definition
Scales that have the characteristics of interval scales, plus a meaningful zero point so that magnitudes can be compared arithmetically.
Term
Reliability
Definition
Degree to which measures are free from random error and, therefore, provide consistent data.
Term
Test-Retest Reliability
Definition
Ability of the same instruments to produce consistent results when used a second time under conditions as similar as possible to the original conditions
Term
Stability
Definition
Lack of change in results from test to retest
Term
Equivalent Form Reliability
Definition
Ability of two very similar forms of an instrument to produce closely related results.
Term
internal consistency reliability
Definition
Ability of an instrument to produce similar results when used on different samples during the same time period to measure a phenomenon
Term
Split-Half Technique
Definition
Method of assigning the reliability of a scale by dividing the total set of measurement items in half and correlating the same results.
Term
Validity
Definition
Degree to which what the researcher was trying to measure was actually measured
Term
face validity
Definition
degree to which a measurement seems to measure what it is supposed to measure
Term
content validity
Definition
Representativeness, or sampling adequacy, of the content of the measurement instrument
Term
Criterion-related Validity
Definition
Degree to which a measurement instrument can predict a variable that is designated a criterion.
Term
Predictive validity
Definition
Degree to which a future level of criterion variable can be forecast by a current measurement scale
Term
concurrent validity
Definition
degree to which another variable measured at the same point in time as the variable of interest, can be predicted by the measurement instrument.
Term
Construct validity
Definition
degree to which a measurement instrument represents and logically connects, via underlying theory, the observed phenomenon to construct
Term
convergent validity
Definition
degree of correlation among different measurement instruments that purport to measure the same construct.
Term
discriminant validity
Definition
Measure of the lack of association among constructs that are supposed to be different
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