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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 NumberLocationAvailable
PSB lt.dasar - Pascasarjana1
Penerbit American Marketing Association.,
Edisi -
Subjek Marketing
Comparative analysis
studies
Validity
Measurement techniques
ISBN/ISSN 222437
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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