NDLI: Appropriate use of single-item measures is here to stay

Content Provider	Springer Nature Link
Author	Bergkvist, Lars
Copyright Year	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 correlations used to evaluate predictive validity are inflated by the presence of common-methods variance in the data, (2) the study used concurrent validity as criterion rather than predictive validity, and (3) the multiple-item measures in the study were not corrected for attenuation. A re-analysis of the data from the original study refutes the claims made by Kamakura (2014). The analysis shows that the common-methods variance in the data was negligible and that predicting delayed measures rather than concurrent measures yielded virtually identical results as in the original study. It is also shown that it is possible to estimate single-item reliabilities and correct single-item measures for attenuation, which makes them as predictively valid as multiple-item measures. Thus, there is no reason to change the conclusions and recommendations made in Bergkvist and Rossiter’s (Journal of Marketing Research, 44, 175–184, 2007) article. The present article also shows that Kamakura’s (2014) analysis of consumer panel data has limitations which casts doubts upon the conclusions drawn from the analysis results. In addition, there is a discussion of the cost, in terms of research quality, that researchers unnecessarily using multiple-items measures pay.
Starting Page	245
Ending Page	255
Page Count	11
File Format	PDF
ISSN	09230645
Journal	Marketing Letters
Volume Number	26
Issue Number	3
e-ISSN	1573059X
Language	English
Publisher	Springer US
Publisher Date	2014-09-17
Publisher Place	New York
Access Restriction	One Nation One Subscription (ONOS)
Subject Keyword	Single-item measures Multiple-item measures Psychometrics Reliability Validity Marketing
Content Type	Text
Resource Type	Article
Subject	Business and International Management Economics and Econometrics Marketing

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
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3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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