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An Extended paradigm for measurement analysis of marketing constructs applicable to panel data
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 Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Brand loyalty Performance evaluation Models Market research studies |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |