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...
Veröffentlicht in: | Journal of Marketing Research. - American Marketing Association. - 45(2008), 1, Seite 104-115 |
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Format: | Online-Aufsatz |
Sprache: | English |
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2008
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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... |
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