Response styles in marketing research: A cross-national investigation
Response styles in marketing research: A cross-national investigation
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DOI：
10.1509/jmkr.38.2.143.18840
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发表时间：
2001-05-01
影响因子：
6.1
通讯作者：
Steenkamp, JBEM
中科院分区：
文献类型：
--
作者：
Baumgartner, H;Steenkamp, JBEM
回答风格是问卷评级的污染来源，因此它们威胁到从市场研究数据得出的结论的有效性。在本文中，作者研究了五种形式的文体反应（默认和不默认的反应风格、极端反应风格/反应范围、中点反应和非偶然反应），并讨论了它们对量表得分和量表间相关性的偏置效应。使用来自欧盟11个国家的大型代表性消费者样本的数据，作者发现反应风格对量表得分的系统影响是两个量表特征（反得分项目的比例和量表均值与反应量表中点的偏差程度）的函数，并表明量表之间的相关性可以根据反应风格成分之间的相关性向上或向下偏倚。结合对常用营销量表的二次分析所证明的明显缺乏对反应风格的关注，这些发现表明，营销研究者在构建和使用测量工具时应该更加关注风格反应现象。
Response styles are a source of contamination in questionnaire ratings, and therefore they threaten the validity of conclusions drawn from marketing research data. In this article, the authors examine five forms of stylistic responding (acquiescence and disacquiescence response styles, extreme response style/response range, midpoint responding, and noncontingent responding) and discuss their biasing effects on scale scores and correlations between scales. Using data from large, representative samples of consumers from 11 countries of the European Union, the authors find systematic effects of response styles on scale scores as a function of two scale characteristics (the proportion of reverse-scored items and the extent of deviation of the scale mean from the midpoint of the response scale) and show that correlations between scales can be biased upward or downward depending on the correlation between the response style components. In combination with the apparent lack of concern with response styles evidenced in a secondary analysis of commonly used marketing scales, these findings suggest that marketing researchers should pay greater attention to the phenomenon of stylistic responding when constructing and using measurement instruments.