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首页> 外文期刊>Journal of the Academy of Marketing Science >Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective
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Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective

机译：在多项目和单项目量表之间进行结构度量的指南：可预测的有效性观点

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摘要

Establishing predictive validity of measures is a major concern in marketing research. This paper investigates the conditions favoring the use of single items versus multi-item scales in terms of predictive validity. A series of complementary studies reveals that the predictive validity of single items varies considerably across different (concrete) constructs and stimuli objects. In an attempt to explain the observed instability, a comprehensive simulation study is conducted aimed at identifying the influence of different factors on the predictive validity of single versus multi-item measures. These include the average inter-item correlations in the predictor and criterion constructs, the number of items measuring these constructs, as well as the correlation patterns of multiple and single items between the predictor and criterion constructs. The simulation results show that, under most conditions typically encountered in practical applications, multi-item scales clearly outperform single items in terms of predictive validity. Only under very specific conditions do single items perform equally well as multi-item scales. Therefore, the use of single-item measures in empirical research should be approached with caution, and the use of such measures should be limited to special circumstances.
机译：建立措施的预测有效性是市场研究中的主要问题。本文研究了在预测效度方面有利于使用单项量表而不是多项量表的条件。一系列补充研究表明，单个项目的预测效度在不同的（具体的）构造和刺激对象之间差异很大。为了解释观察到的不稳定性，进行了全面的模拟研究，旨在确定不同因素对单项测量与多项测量的预测有效性的影响。这些包括预测变量和标准构造中的平均项目间相关性，测量这些构造的项目数，以及预测变量和标准构造之间的多个和单个项目的相关模式。仿真结果表明，在实际应用中通常遇到的大多数条件下，就预测有效性而言，多项目量表明显优于单个项目。只有在非常特定的条件下，单个项目的性能才能与多项目的规模相同。因此，应谨慎对待在实证研究中使用单项措施，并且应将这种措施限制在特殊情况下使用。

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