doi.org/10.1007/s11002-014-9325-y
Original paper

Appropriate use of single-item measures is here to stay

Lars Bergkvist
17
Marketing Letters2.50
Volume: 26, Issue: 3, Pages: 245 - 255
Published: Sep 17, 2014
Abstract
In their article, Bergkvist and Rossiter (Journal of Marketing Research, 44, 175–184, 2007) recommended marketing academics to use single-item instead of multiple-item measures for doubly concrete constructs. This recommendation was based on a study showing that the predictive validity of single-item measures was comparable to that of multiple-item measures. Kamakura (2014) presents three criticisms of Bergkvist and Rossiter’s study: (1) The...
Paper Fields
Paper Details
Title
Appropriate use of single-item measures is here to stay
DOI
doi.org/10.1007/s11002-014-9325-y
Published Date
Sep 17, 2014
Journal
Marketing Letters
Volume
26
Issue
3
Pages
245 - 255
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