An Extended Paradigm For Measurement Analysis of Marketing Constructs Applicable to Panel Data

Hans Baumgartner, Penn State, US
Jan-Benedict E.M. Sreenkamp, University of Northern Carolina, US
Three extensions of the current scale development paradigm are proposed. First, our model separates stable (trait) sources of substantive variation in a construct from transient (state) sources. Second, we distinguish six types of error based on (a) whether the error is stable or transient, and (b) whether the error affects individual items, subsets of items, or all items in a scale. Third, researchers should make the means of scale items an explicit component of measurement analysis and test for the invariance of item loadings and intercepts for meaningful comparisons. The model is applied to brand loyalty and deal proneness to illustrate the benefits of the proposed procedure.
[ to cite ]:
Hans Baumgartner and Jan-Benedict E.M. Sreenkamp (2007) ,"An Extended Paradigm For Measurement Analysis of Marketing Constructs Applicable to Panel Data", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 537-540.