Bibliography Measurements - Essay Example

Running head: MEASUREMENT Measurements Paper __________ ________________________ ________________ Measurements Paper Introduction This paper scan annotated bibliography seeking information about how other research efforts have identified and operationally defined the variables underlying their constructs that are similar to the ones which have been identified for the present dissertation on special event firms and measurement of their service quality topic. Some instances of those variables which have been identified as moderating, confounding, or extraneous, are enumerated and it is explained and how these are related to the primary independent and dependent variables. This paper also summarizes through examples the manner in which other researchers have established the quality of their measures, including the types of reliability and validity assessments used and reported. Finally the paper concludes with the statement of present research's variables and describe the types of reliability and validity that is intended to be used in respect of such variables. The target object of the proposed research is to evaluate service quality performance versus customer expectations of the same. Measurement Theory in Research Context A variable is a data that can assume one or more attributes called its values. The level of measurement refers to the relationship among the values that are assigned to the attributes for a variable. Level of measurement is important as it helps researcher to decide how to interpret the data from that variable. It also helps the researcher to decide what statistical analysis is most appropriate on the values that were assigned. As is typically posited four levels of measurements are identified i.e nominal(here the numerical values just "name" the attribute uniquely; no ordering of the cases is implied),ordinal( here measurement of the attributes can be rank-ordered and distances between attributes do not have any meaning),interval(in such measures distances between attributes do have meaning) and ratio(in such measurement there is always an absolute zero that is meaningful; this means that you can construct a meaningful fraction (or ratio) with a ratio variable).(Trochim,2006-a). These measurements have to be reliable and valid in an integrated manner and based on true score theory of measurement. to ensure high quality (Trochim, 2006-b). Unobtrusive measures are measures that don't require the researcher to intrude in the research context. Direct and participant observation requires that the researcher be physically present.Reseracher presence can affect respondent behavior and response. Three kinds of unobtrusive measures are normally used in social science research: Indirect Measures, Content Analysis and Secondary Analysis of Data(Trochim,2006-c).In short, unobtrusive measurement work to reduce the bias caused by researcher's presence but result in lesser control over the data. The earlier paper on relationships had identified the primary constructs as: reliability, responsiveness, assurance, empathy, tangibles, and business success in relation to services' quality. Construct validity refers to the degree to which inferences can legitimately be made from the operationalizations in your study to the theoretical constructs on which those operationalizations were based. Construct validity involves generalizing from the program or measures to the concept of such program or measures (Trochim, 2006-d). Threats to construct validity may be caused by not properly defining operationally the constructs; using only one version of your treatment; inadequacy of using a single measure to look at a particular concept; interactions between different treatments; interaction of the testing and the treatment; unanticipated consequences etc.( Driebe ) It is posited here that answers to the proposed research questions, will enable special event firms to ascertain if there is a positive relationship between their business successes and the service quality they proffer. As per the above identified constructs this research can use the variables as identified here: Reliability (frequency of holding special events, duration of special events etc) ;Responsiveness(number of times on the events demands were met, number of times client suggestions were incorporated in such events etc);Assurance (involvement of quality and trained staff, involvement of known entertainers; advertising message of elite special events organizer etc); Empathy(reckoning entertainment needs by putting themselves in clients' shoes, detecting the type of special events liked most etc);Tangibles(lighting,contents,music contents,food,ambience etc) and business success(number of special events held in control period, Number of clients attending in control period; Gross revenue obtained in control period,ROI in control period etc).It can be observed that all types of measures ie.ordinal,nominal,interval and ratio would be involved in measuring above variables. Also the variables as defined avoid major threats to construct validity. Literature Review of Approach to Measures It is important that it is examined how similar measures have been adopted and validated in comparable research on service quality. Botschen et al (1996) used a sequenced technique for identifying the problems which the consumers might encounter in service encounters. The technique was called Sequence-oriented problem identification (SOPI).SOPI involved blue printing the sequence of steps that make up a service encounter, and asking customers to provide evaluations for each step they may experience in the service encounter process. Thus various sequences became variables. Validity and reliability of variables and their measures and covering constructs was assured by the sequential process. Thus SOPI can also be reckoned as a strategic tool that combined and extended blueprinting of services with the critical incident technique. The identified problems were outcomes of the analysis of this qualitative data. SOPI was also shown as an improvement over the critical incident method. In Adenekan Dedeke (2003) service quality was framed as being dependent on composite results that a service provider and its systems offered a customer. In contrast to the approach that depicts service quality as a discrepancy construct, this paper frames the concept as a fulfillment-oriented construct. Accordingly the underlying variables were defoned.To implement a context-dependent Services quality instrument, paper argued for use of a service quality grid to classify firms according to their outcomes and dominant service-encounter interactions. Three kinds of dominant interactions are introduced: customer-to-staff, customer-to-technology, and customer-to-product/services. These broadly defined the categories of variables in this study. Weekes et al (1996) have used SERVQUAL as a means of measuring consumer satisfaction making an attempt to isolate the key factors and attributes used by decision makers to determine supplier choice. This criterion of using attributes used by consumer decision maker helped validate the variables, their measures and constructs. Here such factors and attributes served as variables. This research thus identified the key attributes clients used as a measure of quality and satisfaction when consuming professional services. Nick &Tyas (1997) did research in probing service quality perceptions of consumers. They maintained that definite noteworthy events encourse service dispensations are events in real space but affect service perceptions randomly. Here variables related to these special events, their perceptions and generalized views about service establishment of the client. Study found that generalized views were exaggerated views of the reality expressed in general terms by a group of individuals. Research found that both noteworthy events and generalized views affect scaled perceptions of service quality as measured by questionnaire techniques like Likert.In order to establish this they used SERQUAL questionnaire and in-depth interviews and concluded that noteworthy events play definitive role but evidence is there for generalized views' role in forming service quality perceptions. Minor et al (2004) researched if musical performances elicited additive satisfaction or was it more than the sum of satisfaction of all individuals in the audience. They developed a model of audience satisfaction with live performances using the techniques of qualitative data analysis and survey results. Their conclusions indicated that the event settings had a determinate role to play in setting up the levels of consumer satisfaction. Dawes and Rowley (1999) focus on negative perceptions of service quality and build on literature concepts of disconfirmation and dissonance. Thus negative perceptions of service quality form the variables. This paper also introduces the concept of disaffection building on the concepts of dissatisfaction, dissonance, and disconfirmation. A framework is proposed that places these four concepts on a grid on the basis of whether the term applies to one incident or many, and, whether the negative evaluation is likely to lead to change of attitude or action. The grid can be used to better understand the relationship between the various approaches that are used to provide organizations with feedback. Specifically reference is made to customer perceptions of service quality, such as complaints procedures, surveys, suggestion boxes, focus groups and representation and consultation. Eda et al (2003) deployed correspondence analysis (CA) in probing service-quality dimensions. This avoids the use of statistical analysis and uses a graphical interpretation of the SERQUAL data. The study concludes that CA can be used effectively in evaluating the service-quality and displaying the differences in the expectations/perceptions of distinct consumer groups. Lee et al (2000) deals with three issues in the area of perceived service quality. They use a gap model and a performance model in comparison. Secondly, they investigate the direction of causality between service quality and satisfaction. Accordingly variables are also held in dependency relations. References Trochim, William M.K. (2006-a). Levels of Measurement. Research Methods Knowledge Base. Retrieved September15, 2006 from http://www.socialresearchmethods.net/kb/measlevl.htm. __________ (2006-b). Reliability. Research Methods Knowledge Base. Retrieved September15, 2006 from http://www.socialresearchmethods.net/kb/reliable.htm. __________ (2006-c). Unobtrusive Measures. Research Methods Knowledge Base. Retrieved September15, 2006 from http://www.socialresearchmethods.net/kb/unobtrus.htm. __________ (2006-d). Construct validity. Research Methods Knowledge Base. Retrieved September15, 2006 from http://www.socialresearchmethods.net/kb/constval.htm. Driebe, Nicole M. A Plethora of Threats: A Mildly Amusing Guide for the Weary Student and Anyone Else Encountering the How To's and What If's of Construct Validity. Retrieved September15, 2006 from http://www.socialresearchmethods.net/tutorial/Driebe/tweb1.htm. Botschen, Gunther,Bstieler, Ludwig &Woodside, Arch G.(1996). Sequence-oriented problem identification within service encounters. Journal of Euro-Marketing.5 (2). Adenekan Dedeke.(2003). Service quality: A fulfilment-oriented and interactions-centred approach. Managing Service Quality.13(4). Weekes, David J Scott, Mark E &Tidwell.Paula M.(1996) Measuring quality and client satisfaction in professional business services. Journal of Professional Services Marketing.14(2). Nick, Johns &Phil,Tyas.(1997). Customer perceptions of service operations: Gestalt, incident or mythology The Service Industries Journal.17(3). Minor ,Michael S, Wagner Tillmann, Brewerton F J & Hausman Angela.(2004). Rock on! An elementary model of customer satisfaction with musical performances. The Journal of Services Marketing.18(1) Dawes, Jillian & Rowley, Jennifer.(1999). Negative evaluations of service quality - a framework for identification and response. Journal of Marketing Practice.5(2). Eda Antilgan,Serkan Akinci &Safak Aksoy.(2003). Mapping service quality in the tourism industry. Managing Service Quality.13(5). Lee Haksik, Lee Yongki & Yoo Dongkeun.(2000). The determinants of perceived service quality and its relationship with satisfaction. The Journal of Services Marketing.14(3). Read More