Construction of Country-Specific, Yet Internationally Comparable Short Form Marketing Scales

Martijn G. de Jong, Erasumus University, The Netherlands
Jan-Benedict E.M. Steenkamp, University of North Carolina, Chapel Hill
Bernard Veldkamp, University of Twente, The Netherlands
Marketing scales are often too long. Second, existing scales may not be fully informative in cross-national studies. To address these issues, we propose a new model that yields fully country-specific, yet cross-nationally comparable short form marketing scales. The procedure is based on a combination of hierarchical item response theory and optimal test design methods. Our procedure presents an important step toward resolving the emic-etic dilemma that has plagued international marketing research for decades. In the empirical section, we demonstrated the procedure on the SNI scale. Different items were selected in different countries, and scale length varies across nations.
[ to cite ]:
Martijn G. de Jong, Jan-Benedict E.M. Steenkamp, and Bernard Veldkamp (2008) ,"Construction of Country-Specific, Yet Internationally Comparable Short Form Marketing Scales", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 761-761.