Using Item Response Theory to Measure Extreme Response Style in Marketing Research: A Global Investigation

Extreme response style (ERS) is an important threat to the validity of survey-based marketing research. In this article, the authors present a new item response theory-based model for measuring ERS. This model contributes to the ERS literature in two ways. First, the method improves on existing proc...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of Marketing Research. - American Marketing Association. - 45(2008), 1, Seite 104-115
1. Verfasser:	de Jong, Martijn G. (VerfasserIn)
Weitere Verfasser:	Steenkamp, Jan-Benedict E. M., Fox, Jean-Paul, Baumgartner, Hans
Format:	Online-Aufsatz
Sprache:	English
Veröffentlicht:	2008
Zugriff auf das übergeordnete Werk:	Journal of Marketing Research
Schlagworte:	item response theory response styles scale usage testlets systematic measurement error varying item parameters measurement invariance international marketing research Mathematics Business mehr... Applied sciences Information science Social sciences Education Political science