Chapter 3 Measurement and Scaling Research Methodology MBA Lecture Series

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#RM #BusinessResearchMethods #MeasurementandScaling • In this video we will discuss the various scales and measurement techniques. We will also understand the various characteristics of a good scale. We also go deeper into the decision-making process while selecting a good scale. • You can follow me on all the following social media handles: • Facebook: / rwithrd • Linkedin: / rajeshdorbala • Instagram: rajeshdorbalatutorials • Twitter: @dorbalarajesh • website: www.swagsters.com • 0:00 Introduction • 0:20 Learning Objectives • 1:11 WHAT SHOULD BE MEASURED? • 3:13 Scales of Measurement • 7:54 THE CRITERIA FOR GOOD MEASUREMENT • 9:39 A) CONTENT VALIDITY • 10:57 1(B) CRITERION VALIDITY • 12:09 1(C) CONSTRUCT VALIDITY • 14:05 DISCRIMINANT VALIDITY • 16:05 A) TEST-RETEST RELIABILITY • 17:03 2(B) EQUIVALENT FORMS RELIABILITY • 18:29 2(C) INTERNAL CONSISTENCY RELIABILITY • 20:19 THE COEFFICIENT ALPHA OR CRONBACH'S ALPHA • 21:13 SENSITIVITY • 21:46 MEASUREMENT SCALES • 23:14 1(A) MULTIPLE-CHOICE SCALE • 25:38 1(C) PAIRED-COMPARISON TECHNIQUE • 27:59 1(D) CONSTANT-SUM SCALES • 29:23 1(E) DIRECT QUANTIFICATION SCALE • 30:46 1(F) Q-SORT SCALES • 31:02 2. MULTI-TEM SCALES • 32:09 2(A) SUMMATED SCALING TECHNIQUE: THE LIKERT SCALES • 34:14 2(B) SEMANTIC DIFFERENTIAL SCALES • 35:27 2(C) STAPLE SCALES • 36:02 2(D) NUMERICAL SCALES • 36:40 CONTINUOUS RATING SCALES

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