The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs
2007/05/01 by Lars Bergkvist, John R. Rossiter · 59 citations
Business, Management and Accounting · Social Sciences · #Consumer Behavior in Brand Consumption and Identification #Customer Service Quality and Loyalty #Digital Marketing and Social Media
paper · doi:10.1509/jmkr.44.2.175
Abstract
This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two of the most widely measured constructs in marketing. The authors assess the ability of A Ad to predict A Brand 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 Ad or A Brand , single-item measures should be used.
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