Does a single response category in a scale completely capture a response? (original) (raw)
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Evaluation of Consumer-Related Scales: A Structured Schemata Approach
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Constructs related to consumer behavior collectively comprise one of the most frequently studied areas of marketing endeavor. Moreover, within the domain of multi-item scale construction and application, consumer-related constructs have been assessed through the use of multi-item scales more frequently than any other area of marketing research. In order to assess the current state of scale development for each construct area in consumer behavior, a set of mutually exclusive and collectively exhaustive categories must exist. Yet a comprehensive set of such categories has not been proposed. The current study presents an initial systematic classification for consumer-related constructs, groups domains of scales into each category, assesses the psychometric properties of grouped scales, and proposes directions for future scales research.
Marketing Scales Handbook: A Compilation of Multi-Item Measures
1992
MARKETING SCALES HANDBOOK, VOLUME IV: CONSUMER BEHAVIOR covers all new or new uses of previously developed scales in consumer behavior and advertising that appeared between 1998 and 2001. 654 scales are presented along with a description, the origin of the scale, reliability, validity, and other useful information for the academic and professional researcher. This volume includes two indices: by author and by publication.
A remarkable deal of social research is based on data collected through the use of Likert-type scales. The optimal number of response categories in Likert-type scales has been subject to an academic debate for years. This article studies the differences between 5-and 7-point Likert-type scales using the SERVPERF Scale, which was developed by Cronin and Taylor in 1992, as the measuring instrument. A pretest-posttest control group experimental design was used to test whether the differently pointed response categories lead to any statistical differences in data characteristics, dimensional structure of the scale and data fit. Results do not show any statistically significant differences in terms of normality and reliability whereas different dimensional structures are achieved for the 5-and 7-point scale formats of SERVPERF using Exploratory Factor Analysis. ANCOVA results reveal that the number of response categories is not affective on the participants' evaluations of SERVPERF. The results of confirmatory factor analysis show that the best fit is achieved for the 7-point SERVPERF.
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In this book, an assessment of psychometric properties of scales used in consumer behaviour research is made. It looks into the study area of factors that are most likely to influence individuals to consume product and services. An evaluation of various instruments commonly utilized by researchers and academics in this field of research is discussed. The book contains eight units and explores several concepts and theories in the area of consumer socialization before making an evaluation of the different research instruments. Psychometric properties refer to the validity and reliability of the measurement tool. Before being able to state that a questionnaire has excellent psychometric properties, meaning a scale is both reliable and valid, it must be evaluated extensively, hence leading to its importance in research. Different psychometric properties provide distinct insights into a test’s meaningfulness, appropriateness, and usefulness (or rather, its validity). Reliability and validity are considered the main measurement properties of any instruments. Reliability is the ability to reproduce a result consistently in time and space (including context and culture). Validity refers to the property of an instrument to measure exactly what it proposes. Hence, the purpose of this book is to provide some insights and assessment of various instruments commonly used by researchers in the area of consumer behaviour, which ultimately leads to consumption among consumers. In order for the reader to be able to apply the basic ideas of psychometric theory to actual data sets of relevance, this book aims to introduce such ideas. Its goal is not to turn readers to become measurement experts, but rather to give them the confidence and knowledge they need to better understand and participate in the research process. ‘In ‘The Power of Precision,’ the inclusion of thoughtfully designed activities at the end of the chapters empowers readers with a versatile learning experience. These activities, meticulously crafted to reinforce psychometric concepts, reliability, and validity, offer readers the flexibility to explore and engage with specific topics independently. I extend gratitude to the scholars, researchers, and practitioners who have contributed to the development and refinement of these instruments which are used in multidisciplinary fields of management, marketing and beyond. Their invaluable insights and dedication have paved the way for a deeper understanding of consumer behaviour, empowering us to make informed decisions and drive positive change in the marketplace.