On the Reliability And Predictive Validity of Purchase Intention Measures
On the Reliability And Predictive Validity of Purchase Intention Measures
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This directional result appeared in four of the six product categories investigated but in two of the aforementioned four categories the differences were •24- slight. Furthermore, in contrast to the original Juster scale and Wells's (1961) ten point "readiness to buy" scale, Haley and Case's purchase probability scale included descriptive labels for only four of the eleven response alternatives. As they suggest ( p. 31) this feature of their eleven point scale may have dimi- nished its discrimi...nant ability.
Thus the relative merits of longer versus shorter intention scale remain an unresolved question. A well-designed study that investigates thte interactions and tradeoffs between reliability and discriminant ability for scales of different lengths is needed to untangle the issues.
In general then, the evidence available from investigations of the discri- minant quality of intentions ratings and from direct comparisons of intention and purchasing levels both indicate the presence of a sizable component of syste- matic error.
What to read after On the Reliability And Predictive Validity of Purchase Intention Measures?
You can find similar books in the "Read Also" column, or choose other free books by Manohar U Kalwani to read onlineMoreLess
To quickly assess the difficulty of the text, read a short excerpt:
This directional result appeared in four of the six product categories investigated but in two of the aforementioned four categories the differences were •24- slight. Furthermore, in contrast to the original Juster scale and Wells's (1961) ten point "readiness to buy" scale, Haley and Case's purchase probability scale included descriptive labels for only four of the eleven response alternatives. As they suggest ( p. 31) this feature of their eleven point scale may have dimi- nished its discrimi...nant ability.
Thus the relative merits of longer versus shorter intention scale remain an unresolved question. A well-designed study that investigates thte interactions and tradeoffs between reliability and discriminant ability for scales of different lengths is needed to untangle the issues.
In general then, the evidence available from investigations of the discri- minant quality of intentions ratings and from direct comparisons of intention and purchasing levels both indicate the presence of a sizable component of syste- matic error.
What to read after On the Reliability And Predictive Validity of Purchase Intention Measures?
You can find similar books in the "Read Also" column, or choose other free books by Manohar U Kalwani to read onlineMoreLess
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