In this paper we discuss some key issues involved in developing, validating, and reducing multi-item scales of paper and pencil measures. Specifically, we examine the importance of content validity, dimensionality, coefficient alpha, scale length, and item redundancy with a focus on the inter-relatedness of these psychometric properties. We also examine the viability of reduced-item scales and discuss some recent trends in self-report measures of marketing and consumer behavior-related constructs.
Netemeyer, R., Pullig, C. and Bearden, W. (2002), "Observations on some key psychometric properties of paper-and-pencil measures", Woodside, A. and Moore, E. (Ed.) Essays by Distinguished Marketing Scholars of the Society for Marketing Advances (Advances in Business Marketing and Purchasing, Vol. 11), Emerald Group Publishing Limited, Bingley, pp. 115-138. https://doi.org/10.1016/S1069-0964(02)11007-6Download as .RIS
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