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Title: | Recent Issues in Marketing Scale Testing |
Authors: | Shaun Mcquitty |
Issue Date: | 1999 |
Publisher: | American Marketing Association- Winter Educators Conference |
Abstract: | Structural equation models are becoming increas-ingly popular in a growing number of areas of scientificinquiry, including marketing (Baumgartner and Hom-burg 1996). Such models permit researchers to quicklytest a wide range of hypotheses concerning the relation-ships among any combination of manifest and latentvariables. However, employing a structural equationmodel to test a measurement scale can in many cases beproblematic, especially in a marketing context wheremultidimensional scales may contain many variables.There is now evidence that testing a scale throughstructural equation modeling methods can easily leadresearchers to question the value of a new or existingscale. The reasons why tests of a measurement scalemight be expected to reject a scale or model are: (1)overly high statistical power (e .g ., MacCallum, Browne,and Sugawara 1996); and (2) the magnitude of thecorrelations ofitems between factors (Fornell andLarcker198l;Hu, Bentler, andKano 1992; McQuittyandZumbo1998A |
URI: | http://gnanaganga.inflibnet.ac.in:8080/jspui/handle/123456789/8049 |
Appears in Collections: | Articles to be qced |
Files in This Item:
File | Size | Format | |
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RECENT ISSUES IN MARKETING SCALE TESTING.pdf Restricted Access | 910.92 kB | Adobe PDF | View/Open Request a copy |
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