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A two-step item response theory procedure for a better measurement of marketing constructs

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  • Salim Moussa

    (Institut Supérieur des Études Appliquées en Humanités)

Abstract

In order to broaden the set of methods for developing better multi-item marketing scales, this article proposes an item response theory (IRT) procedure that consists of two successive steps. The first exploratory step uses a non-parametric IRT model for dimensionality detection and scale purification. The second confirmatory step employs a parametric IRT model for evaluating, and likely refining, the resulting scale. This two-step IRT procedure also involves a wide range of new parametric and non-parametric IRT-based interpretive tools (that is, goodness-of-fit indices, scale-score reliability coefficients and item response/information functions) that allows scale developers and users to work in a highly informed manner. To illustrate the benefits of the proposed procedure, the article presents an extended application to the topical construct of emotional attachment.

Suggested Citation

  • Salim Moussa, 2016. "A two-step item response theory procedure for a better measurement of marketing constructs," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(1), pages 28-50, March.
    • Handle: RePEc:pal:jmarka:v:4:y:2016:i:1:d:10.1057_jma.2016.4
    DOI: 10.1057/jma.2016.4
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    Cited by:

    1. Salim Moussa, 2021. "Measuring brand personality using emoji: findings from Mokken scaling," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 116-132, March.

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