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An Extended paradigm for measurement analysis of marketing constructs applicable to panel data

Baumgartner, Hans - ; Steenkamp, Jan-Benedict E.M. - ;

Accurate measurement lies at the heart of marketing research. Although the measurement of marketing constructs has greatly improved in recent years, several topics have received insufficient attention in marketing academia and practice. The authors present an extended application of the model to the constructs of brand loyalty and deal proneness to illustrate the benefits of the proposed procedure. They analyze commercial data collected by a global market research agency based on its consumer panel in the Netherlands. The authors find that approximately 25% of the total variance is systematic (nonrandom) measurement error, most of it stable over time. Moreover, scale reliability using the conventional procedure (e.g., Cronbach's a) is substantially overestimated. The proposed methodology requires data that are more effortful to obtain than those used in conventional procedures. That is, large samples of respondents (typically 500 plus) must be surveyed at least three times.Printed Journal


Ketersediaan

Call NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit: American Marketing Association
Edisi-
SubjekConsumer behavior
Brand loyalty
Performance evaluation
Models
Market research
studies
ISBN/ISSN222437
Klasifikasi-
Deskripsi Fisik-
Info Detail Spesifik-
Other Version/RelatedTidak tersedia versi lain
Lampiran BerkasTidak Ada Data

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