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The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures

Journal Article


Abstract


  • This article provides a necessary complement to Bergkvist and Rossiter's (2007) article on single-item measures. The new study tests Rossiter's (2002) claim in his C-OAR-SE procedure for scale development that "one good item" (meaning the most content-valid item) must be chosen for the single-item measure. The new study tests Rossiter's (2002) claim in his C-OAR-SE procedure for scale development that "one good item" (meaning the most content-valid item) must be chosen for the single-item measure. The study demonstrates, for measures of Attitude towards the Ad (AAd) and Attitude towards the Brand (ABrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. The study demonstrates, for measures of attitude towards the ad (Aad) and attitude towards the brand (Abrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. Generally, there is only one suitable item for measuring these "doubly concrete" constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. Generally, there is only one item suitable for measuring these "doubly concrete" constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. The "one good item" recommendation can be extended to the measurement of first-order components of "abstract" constructs, because first-order components must be doubly concrete. The "one good item" recommendation can be extended to the measurement of first-order components of "abstract" constructs, because first-order components must be doubly concrete. The "one good item" recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items. The "one good item" recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items.

Publication Date


  • 2009

Citation


  • Rossiter, J. R. & Bergkvist, L. I. (2009). The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures. Transfer Werbeforschung and Praxis, 55 (2), 8-18.

Number Of Pages


  • 10

Start Page


  • 8

End Page


  • 18

Volume


  • 55

Issue


  • 2

Abstract


  • This article provides a necessary complement to Bergkvist and Rossiter's (2007) article on single-item measures. The new study tests Rossiter's (2002) claim in his C-OAR-SE procedure for scale development that "one good item" (meaning the most content-valid item) must be chosen for the single-item measure. The new study tests Rossiter's (2002) claim in his C-OAR-SE procedure for scale development that "one good item" (meaning the most content-valid item) must be chosen for the single-item measure. The study demonstrates, for measures of Attitude towards the Ad (AAd) and Attitude towards the Brand (ABrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. The study demonstrates, for measures of attitude towards the ad (Aad) and attitude towards the brand (Abrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. Generally, there is only one suitable item for measuring these "doubly concrete" constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. Generally, there is only one item suitable for measuring these "doubly concrete" constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. The "one good item" recommendation can be extended to the measurement of first-order components of "abstract" constructs, because first-order components must be doubly concrete. The "one good item" recommendation can be extended to the measurement of first-order components of "abstract" constructs, because first-order components must be doubly concrete. The "one good item" recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items. The "one good item" recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items.

Publication Date


  • 2009

Citation


  • Rossiter, J. R. & Bergkvist, L. I. (2009). The importance of choosing one good item for single-item measures of attitude towards the ad and attitude towards the brand and its generalization to all measures. Transfer Werbeforschung and Praxis, 55 (2), 8-18.

Number Of Pages


  • 10

Start Page


  • 8

End Page


  • 18

Volume


  • 55

Issue


  • 2