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THM Sophomore Research Seminar
Chapter 6 Measurement of Variables Operational Definition
Florian Zach, Ph.D. Assistant Professor
How variables are measured
Measurement: the assignment of numbers or other symbols to characteristics (or attributes) of objects according to a prespecified set of rules.
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Objects and their characteristics
Objects include persons, sport teams, companies, countries, kitchen appliances, restaurants, instant noodles, yogurt and so on. Examples of characteristics of objects are arousal seeking tendency, achievement motivation, organizational effectiveness, shopping enjoyment, length, weight, ethnic diversity, service quality, conditioning effects, taste, etc. (Note: Many of them are abstract and subjective!)
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Types of variables
Two types of variables:
One lends itself to objective and precise measurement (e.g., attendance). The other is more nebulous and does not lend itself to accurate measurement because of its abstract and subjective nature (e.g., a hardworking employee).
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Operationalization of variables
Operationalizing concepts: reduction of abstract concepts to render them measurable in a tangible way (i.e., using observable behavior or characteristics). Operationalizing is done by looking at the behavioral dimensions, facets, or properties denoted by the concept.
Global warming
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Steps of operationalization
1. Define the concept/construct/variable that you want to measure. 2. Create the content of the measure (i.e., develop an instrument that has one or more items/questions, which actually measure the defined concept/construct/variable). 3. Create the response format (e.g., 5-point scale of agreement). 4. Check the validity and reliability of the measurement scale.
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Example of operationalization
There are 5 dimensions that measure the concept/construct of service quality.
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Example of operationalization
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Exercise: The measure of love
Work on the measure of love with the person next to you and create 2 dimensions and 3 elements for each dimension.
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What operationalization is NOT
Be careful! Operationalization is NOT just about correlation. Things that are highly correlated do not necessarily end up with a causal relationship. [Validity question: Do you measure what is supposed to be measured?] THINK: motivation vs. performance. Operationalizing a concept DOES NOT necessarily consist of delineating the reasons, antecedents, consequences, or correlates of the concept!
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Review of operationalization
Operationalizations are necessary to measure abstract concepts such as subjective feelings and attitudes. Operationalization is like to create right questions ask to how a concept can be correctly measured by its observable characteristics.
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International dimensions of operationalization
In cross-cultural studies, the researcher needs to be careful about interpreting certain concepts because they have different meanings and connotations in different cultures.
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A practical application
WILLINGNESS TO PURCHASE EXAMPLE
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Willingness-to-Purchase Example Overview
Relevancy for research 1. The big picture Following recent trends on sustainability it is important for providers of sport, recreation, tourism and hospitality services to offer environmentally friendly services. Problem statement
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Relevancy for research 2. Specific issue for service providers While providing environmentally friendly services might be a good idea, service providers have to make money off them; i.e. they need to be able to sell them.
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Final research interest
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What drives consumers (their willingness) of sport/tourism services to purchase environmentally friendly services?
Willingness to purchase environmentally friendly services
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Willingness-to-Purchase Example Full Theoretical Framework
Willingness-to-Purchase Example Iendependent Identifying Variables Variable
Dependent Variable
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Willingness-to-Purchase Example Moderator Effect
IV IV
IV
DV
IV
Household Income
Moderating Variable
Willingness-to-Purchase Example Moderator Effect
IV
Importance of Certification Importance of Certification
IV
High Household Income
Low Household Income
Willingness to Pay
DV
Willingness to Pay
DV
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Willingness-to-Purchase Example Mediator Effect
IV IV Mediating Variable DV
IV
IV
Household Income
MoV
Items = Actual survey questions
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Willingness-to-Purchase Example Variables and Questionnaire Items
Constructs/Concept
1.
Research interest
Measured on 1-7 Likert scales with 1=Strongly Disagree and 7=Strongly Agree
I believe that environmental information on services is important
1.2 I generally believe environmental information on services 1.3 I understand the concept of environmental certification 1.4 I understand the concept of environmental certification
Environmental Consciousness
1.5 I believe there is much corporations can do to improve the environment I believe there is a need for environmental certification of 2.1 sport/tourism services I believe environmental certification can deliver more sustainable 2.2 services 2.3 I believe environmental certification can help sustain the health of US sport/tourism industry 2.
Willingness to purchase environmentally friendly services
Importance of Certification
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Unfortunately, all of these (items, constructs, concepts, research interest are variables).
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