RESEARCH METHODS (MGT 331/242)
Module II
Department of Management
Faculty of Business and Economics
Mekelle University
October 2020
Mekelle
,RESEARCH METHODS (MGT 331/242) Module II Mekelle University
CHAPTER IV
MEASUREMENT AND SCALING OF CONCEPTS
Learning Objectives
At the end of this chapter students will be able to:
Understand what is to be measured and how
Understand the need for conceptual and operational definitions in research
Distinguish among nominal, ordinal, interval, and ratio scales
Describe the criteria of a good measurement
Understand and apply the methods for assessing reliability and validity
Understand and apply the techniques attitude measurement
4.1. Definitions of Concepts
Before the measurement process can be initiated, the researcher must identify
relevant concepts to the problem. A concept or a construct is a generalized idea
about a class of objects, attributes, occurrences, or processes. Some concepts are
concrete and quantifiable while others are abstract and qualitative. The nature of
concepts calls for clearly defining them conceptually and operationally.
Operational Definitions
A concept must be made operational in order to be measured. An operational
definition gives meaning to a concept by specifying the activities or operations
necessary to measure it. The concept nutritional consciousness might be indicated
when a shopper reads the nutritional information on a cereal package. Inspecting a
nutritional label is not the same as nutritional consciousness, but it is a clue that a
person may be nutrition conscious.
A concept like grievances may be difficult to operationalize, whereas a concept like
personnel turnover is less difficult. However, personnel turnover may be more
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,RESEARCH METHODS (MGT 331/242) Module II Mekelle University
difficult to operationalize if the researcher is interested in going beyond the simple
ratio of new employees to old employees. Are employees with tenure turning over,
or is it the recently hired employees who are constantly turning over?
The operational definition specifies what must be done to measure the concept
under investigation. If interest in a specific advertisement is to be measured,
interest may be operationally defined as a certain increase in pupil dilation. Another
operational definition of interest might be reliance on direct responses-what persons
say they are interested in. Each operational definition has advantages and
disadvantages.
An operational definition is like a manual of instructions or a recipe: Even the truth
of a statement like "Gaston Gourmet likes key lime pie" depends on the recipe.
Different instructions lead us to different results.
Concept Conceptual Definition Operational
Definition
Job Challenge: Job challenge
an operational This dimension Please tell me how true each
Definition
reflects a statement is
worker's desire for about your job. Is it very
stimulation and true, somewhat true, not
challenge in his or her very true, or not at all true?
job and ability to 1. The work is interesting.
exercise skills in his or 2. I have an opportunity to
her job. develop my own special
abilities.
3. I am given a chance to
do the things I do best.
Rules of Measurement
A rule is a guide that instructs us on what to do? An example of a rule of
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, RESEARCH METHODS (MGT 331/242) Module II Mekelle University
measurement might be: "Assign the numerals 1 through 7 to individuals according
to how productive they are. If the individual is extremely productive, assign a 7 to
him or her. If the individual is an unproductive worker with little output, assign the
numeral. Operational definitions help the researcher specify the rules for assigning
numbers. If, for example, the purpose of an advertising experiment is to increase
the amount of time shoppers spend in a department store, "shopping time" must be
operationally defined.
The values assigned in the measuring process can be manipulated according to
cert mathematical rules. The properties of the scale of numbers may allow the
researcher add, subtract, or multiply answers. In certain cases there may be
problems with the simple addition of the numbers or other mathematical
manipulations because these are not permissible within the mathematical system.
4.2. Types of Scales
A scale may be defined as "any series of items which is progressively arranged
according to value or magnitude into which an item can be placed according to its
quantification". In other words, a scale is a continuous spectrum or series of
categories. The purpose of scaling is to represent, usually quantitatively, an item's, a
person's, or an event's place in the spectrum.
In business research there are a great many scales or number systems. It is
traditional to classify scales of measurement on the basis of the mathematical
comparisons that are allowable with these scales. The four types of scales are
nominal, ordinal, interval, and ratio.
Nominal Scale
Nominal scale is the simplest type of scale. The numbers or letters assigned to
Page 4 of 118
Module II
Department of Management
Faculty of Business and Economics
Mekelle University
October 2020
Mekelle
,RESEARCH METHODS (MGT 331/242) Module II Mekelle University
CHAPTER IV
MEASUREMENT AND SCALING OF CONCEPTS
Learning Objectives
At the end of this chapter students will be able to:
Understand what is to be measured and how
Understand the need for conceptual and operational definitions in research
Distinguish among nominal, ordinal, interval, and ratio scales
Describe the criteria of a good measurement
Understand and apply the methods for assessing reliability and validity
Understand and apply the techniques attitude measurement
4.1. Definitions of Concepts
Before the measurement process can be initiated, the researcher must identify
relevant concepts to the problem. A concept or a construct is a generalized idea
about a class of objects, attributes, occurrences, or processes. Some concepts are
concrete and quantifiable while others are abstract and qualitative. The nature of
concepts calls for clearly defining them conceptually and operationally.
Operational Definitions
A concept must be made operational in order to be measured. An operational
definition gives meaning to a concept by specifying the activities or operations
necessary to measure it. The concept nutritional consciousness might be indicated
when a shopper reads the nutritional information on a cereal package. Inspecting a
nutritional label is not the same as nutritional consciousness, but it is a clue that a
person may be nutrition conscious.
A concept like grievances may be difficult to operationalize, whereas a concept like
personnel turnover is less difficult. However, personnel turnover may be more
Page 2 of 118
,RESEARCH METHODS (MGT 331/242) Module II Mekelle University
difficult to operationalize if the researcher is interested in going beyond the simple
ratio of new employees to old employees. Are employees with tenure turning over,
or is it the recently hired employees who are constantly turning over?
The operational definition specifies what must be done to measure the concept
under investigation. If interest in a specific advertisement is to be measured,
interest may be operationally defined as a certain increase in pupil dilation. Another
operational definition of interest might be reliance on direct responses-what persons
say they are interested in. Each operational definition has advantages and
disadvantages.
An operational definition is like a manual of instructions or a recipe: Even the truth
of a statement like "Gaston Gourmet likes key lime pie" depends on the recipe.
Different instructions lead us to different results.
Concept Conceptual Definition Operational
Definition
Job Challenge: Job challenge
an operational This dimension Please tell me how true each
Definition
reflects a statement is
worker's desire for about your job. Is it very
stimulation and true, somewhat true, not
challenge in his or her very true, or not at all true?
job and ability to 1. The work is interesting.
exercise skills in his or 2. I have an opportunity to
her job. develop my own special
abilities.
3. I am given a chance to
do the things I do best.
Rules of Measurement
A rule is a guide that instructs us on what to do? An example of a rule of
Page 3 of 118
, RESEARCH METHODS (MGT 331/242) Module II Mekelle University
measurement might be: "Assign the numerals 1 through 7 to individuals according
to how productive they are. If the individual is extremely productive, assign a 7 to
him or her. If the individual is an unproductive worker with little output, assign the
numeral. Operational definitions help the researcher specify the rules for assigning
numbers. If, for example, the purpose of an advertising experiment is to increase
the amount of time shoppers spend in a department store, "shopping time" must be
operationally defined.
The values assigned in the measuring process can be manipulated according to
cert mathematical rules. The properties of the scale of numbers may allow the
researcher add, subtract, or multiply answers. In certain cases there may be
problems with the simple addition of the numbers or other mathematical
manipulations because these are not permissible within the mathematical system.
4.2. Types of Scales
A scale may be defined as "any series of items which is progressively arranged
according to value or magnitude into which an item can be placed according to its
quantification". In other words, a scale is a continuous spectrum or series of
categories. The purpose of scaling is to represent, usually quantitatively, an item's, a
person's, or an event's place in the spectrum.
In business research there are a great many scales or number systems. It is
traditional to classify scales of measurement on the basis of the mathematical
comparisons that are allowable with these scales. The four types of scales are
nominal, ordinal, interval, and ratio.
Nominal Scale
Nominal scale is the simplest type of scale. The numbers or letters assigned to
Page 4 of 118
