Summary
Contents
Subject index
Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used in several studies. The volume serves as a guide to the literature and may spur further refinement of existing measures in terms of item reduction, dimensionality, reliability, and validity. This Handbook also aims to help identify areas where measures are needed, thus encouraging further development of valid measures of consumer behavior and marketing constructs.
Introduction
Introduction
Measurement is at the heart of virtually all scientific endeavors. Measures and the psychometric properties used to evaluate them will vary by the type of measurement undertaken and the context and goals of the scientific endeavor. There are several strategies for developing and refining measurement/assessment instruments, and the appropriateness of a given strategy will depend on the type of scientific phenomenon that is being assessed and its underlying measurement model.
In this third edition of our book, we focus on presenting reliable and valid paper-and-pencil measures of latent constructs that have relevance to marketing researchers. Further, the constructs focused on are perceptual, where a respondent rates him/herself or others on constructs that are subjective/opinion-based. Mental/ability testing and classification measurement for clinical diagnosis are not an ...
- Loading...
