Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective
Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective
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DOI：
10.1007/s11747-011-0300-3
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发表时间：
2012-05-01
影响因子：
18.2
通讯作者：
Kaiser, Sebastian
中科院分区：
文献类型：
--
作者：
Diamantopoulos, Adamantios;Sarstedt, Marko;Kaiser, Sebastian
建立测量的预测有效性是营销研究中的一个主要问题。本文从预测效度的角度考察了单项目量表与多项目量表的使用条件。一系列相辅相成的研究表明，不同的(具体)结构和刺激对象，单个项目的预测效度有很大差异。为了解释观察到的不稳定性，进行了一项全面的模拟研究，目的是确定不同因素对单项和多项测量预测有效性的影响。这包括预测者和标准结构中的平均项目间相关性，测量这些结构的项目数，以及预测者和标准结构之间的多个项目和单个项目的相关模式。模拟结果表明，在实际应用中最常见的情况下，多项量表的预测效度明显优于单项量表。只有在非常特殊的条件下，单项测试才能与多项测试一样好。因此，在实证研究中使用单项措施应谨慎对待，此类措施的使用应限于特殊情况。
Establishing predictive validity of measures is a major concern in marketing research. This paper investigates the conditions favoring the use of single items versus multi-item scales in terms of predictive validity. A series of complementary studies reveals that the predictive validity of single items varies considerably across different (concrete) constructs and stimuli objects. In an attempt to explain the observed instability, a comprehensive simulation study is conducted aimed at identifying the influence of different factors on the predictive validity of single versus multi-item measures. These include the average inter-item correlations in the predictor and criterion constructs, the number of items measuring these constructs, as well as the correlation patterns of multiple and single items between the predictor and criterion constructs. The simulation results show that, undermost conditions typically encountered in practical applications, multi-item scales clearly outperform single items in terms of predictive validity. Only under very specific conditions do single items perform equally well as multi-item scales. Therefore, the use of single-item measures in empirical research should be approached with caution, and the use of such measures should be limited to special circumstances.