Examining Between Group Differences in Consumer Research: Are We Identifying False Positives and False Negatives?

In this paper we discuss why researchers need to establish invariance of survey measures in comparative research studies. Two types of invariance are discussed. With the use of contrived data, we then show why failure to establish measurement invariance can lead to misleading conclusions in between-group consumer research studies. The implications of the study’s results are then discussed.



Citation:

Subhash Sharma and Srinivas Durvasula (2009) ,"Examining Between Group Differences in Consumer Research: Are We Identifying False Positives and False Negatives?", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 369-369.

Authors

Subhash Sharma, Moore School of Business, University of South Carolina, USA
Srinivas Durvasula, Marquette University, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009



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