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DEVELOPING BETTER
MEASURES OF
MARKETING
CONSTRUCTS
18.10.12
Construct
3
18.10.12
Validity and Reliability
4
X0 = Xt + Xs + Xr, where
Xs – systematic source of error
Xr – random source of error
Validity: X0 = Xt
Perfect reliability: Xr = 0
Validity => Reliability
Reliability is necessary but not sufficient for
Validity
18.10.12
Validity and Reliability (2)
5
18.10.12
Procedure for developing
6
measures
1. Specify
6. Assess 7. Assess
domain of reliability validity
construct
2. Generate
5. Collect 8. Develop
sample of
data norm
items
3. Collect 4. Purify
data measure
18.10.12
Specify domain of the construct
7
18.10.12
Generate sample of items
8
Literature searches
Experience surveys
Insight-stimulating examples
Critical incidents and focus groups
18.10.12
Purify the measure
9
18.10.12
Purify the measure (2)
11
2. Generate
5. Collect 8. Develop
sample of
data norm
items
3. Collect 4. Purify
data measure
18.10.12
Assess reliability with new data
13
18.10.12
Correlations with Other Measures
15
18.10.12
Does the measure behave as expected?
17
18.10.12
Procedure for developing
18
measures
1. Specify
6. Assess 7. Assess
domain of reliability validity
construct
2. Generate
5. Collect 8. Develop
sample of
data norm
items
3. Collect 4. Purify
data measure
18.10.12
Developing Norms
19
18.10.12