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Object Classification and Measures

  • John R. Rossiter
Chapter

Abstract

Applied to measurement theory, “UFO,” in Aussie Bluetongue beer-speak could well-stand for “unidentified friggin’ object” because this frequent measurement mistake is so very annoying. Half the problem with measures in the social sciences is due to misrepresentation of the object. The object of the construct—the element to be rated or otherwise evaluated—is carelessly represented in nearly every measure. For example, a common measure-distorting mistake (D m in the new true-score model of Chapter 1) in marketing research is to represent consumer products in the measure by their verbal brand names when the actual object of choice is the physical product in its visual (and sometimes tactile) brand package as it is presented in the store. Non content-valid object representation in the measure can reduce the validity of the whole measure drastically and lead to grossly misleading scores. Another example of low content-valid object representation in the other social sciences is the important set of abstract objects called VALUES.

Keywords

Object Representation Concrete Object Verbal Stimulus Brand Attitude Object Component 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Springer Science+Business Media, LLC 2011

Authors and Affiliations

  1. 1.Institute for Innovation in Business and Social Research, University of WollongongWollongongAustralia

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