An extended paradigm for measurement analysis of marketing constructs applicable to panel data
An extended paradigm for measurement analysis of marketing constructs applicable to panel data
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DOI：
10.1509/jmkr.43.3.431
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发表时间：
2006-08-01
影响因子：
6.1
通讯作者：
Steenkamp, Jan-Benedict E. M.
中科院分区：
文献类型：
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作者：
Baumgartner, Hans;Steenkamp, Jan-Benedict E. M.
为了促进营销研究中的测量分析，作者提出了当前规模发展范式的三种扩展。首先，作者将注意力集中在特征-状态的区别上，并提出了一个模型，该模型将结构中实质性变化的稳定来源与短暂来源分开。其次，作者对测量误差进行了分类，根据(1)误差是稳定的还是短暂的，以及(2)误差是影响单个项目、项目子集还是量表中的所有项目来区分六种类型的误差。它们还展示了如何使用因子分析规范对这些错误进行建模。第三，作者认为市场研究人员应该将量表项目的均值作为测量分析的明确组成部分，并且应该测试项目负荷和截距的不变性，作为跨样本和跨时间的有意义的量表均值比较的先决条件。为了说明所提出的程序的好处，作者提出了一个扩展应用模型的品牌忠诚度和交易倾向的结构。
In an effort to advance measurement analysis in marketing research, the authors propose three extensions of the current scale development paradigm. First, the authors focus attention on the trait-state distinction and present a model that separates stable sources of substantive variation in a construct from transient sources. Second, the authors develop a classification of measurement error that distinguishes six types of error on the basis of (1) whether the error is stable or transient and (2) whether the error affects individual items, subsets of items, or all items in a scale. They also show how these errors can be modeled using a factor-analytic specification. Third, the authors argue that marketing researchers should make the means of scale items an explicit component of measurement analysis and should test for the invariance of item loadings and intercepts as a prerequisite for meaningful comparisons of scale means across samples and over time. To illustrate the benefits of the proposed procedure, the authors present an extended application of the model to the constructs of brand loyalty and deal proneness.