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The Predictive validity of multiple-item versus single-item measures of the same constructs
This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (A...) and attitude toward the brand (A...), which are two of the most widely measured constructs in marketing. The authors assess the ability of A... to predict A... in copy tests of four print advertisements for diverse new products. There is no difference in the predictive validity of the multiple-item and single-item measures. The authors conclude that for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as A... or A..., single-item measures should be used. (ProQuest-CSA LLC: ... denotes formulae/symbols omitted.).Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | : American Marketing Association |
|---|---|
| Edisi | - |
| Subjek | Marketing Comparative analysis studies Validity Measurement techniques |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |