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01-09-2015

On the limits of research rigidity: the number of items in a scale

Authors: Ulf Böckenholt, Donald R. Lehmann

Published in: Marketing Letters | Issue 3/2015

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Deciding whether to use single- versus multi-item scales remains a controversial topic (Bergkvist 2015; Bergkvist and Roberts 2007; Kamakura 2015). Much of the fervor behind the single- versus multi-item scale discussion stems from an understandable desire to (a) find the “right” answer and (b) to automate and standardize research methods. Unfortunately, there rarely, if ever, is an approach that strictly dominates all others. All approaches have pros and cons—i.e., highlight some things well and leave others in the shadows. Here, we discuss some of the pros and cons of using single- versus multi-item scales, arguing against employing rigid rules and for a goal-directed and flexible measurement approach. …

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Bergkvist, L. (2015). Appropriate use of single-item measures is here to stay. Marketing Letters. doi:10.1007/s11002-014-9325-y.

Bergkvist, L., & Rossiter, J. R. (2007). The predictive validity of multi-item versus single-item measures of the same constructs. Journal of Marketing Research, 44, 175–84.CrossRef

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Desarbo, W., Lehmann, D. R., & Hollman, F. (2004). Modeling dynamic effects in repeated-measures experiments involving preference/choice. Applied Psychological Measurement, 28(3), 186–209.CrossRef

Johnson, M. D., Donald, R. L., & Horne, D. R. (1990). The effects of fatigue on judgments of interproduct similarity. International Journal of Research in Marketing, 7(1), 35–43.CrossRef

Kamakura, W. A. (2015). “Measure once and cut twice” The carpenter’s rule still applies. Marketing Letters.

Kopalle, P. K., & Donald R. Lehmann (1997). Alpha inflation? The effect of eliminating scale items on coefficient alpha. Organizational Behavior and Human Decision Processes, 70, 189–97.CrossRef

Lehmann, D. R., Keller, K. L., & Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29–56.CrossRef

Title: On the limits of research rigidity: the number of items in a scale
Authors: Ulf Böckenholt
Donald R. Lehmann
Publication date: 01-09-2015
Publisher: Springer US
Published in: Marketing Letters / Issue 3/2015
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-015-9373-y

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