Original paper
Do We Really Need Multiple-Item Measures in Service Research?
Abstract
Increasingly, marketing academics advocate the use of multiple-item measures. However, use of multiple-item measures is costly, especially for service researchers. This article investigates the incremental information of each additional item in a multiple-item scale. By applying a framework derived from the forecasting literature on correlated experts, the authors show that, even with very modest error term correlations between items, the...
Paper Details
Title
Do We Really Need Multiple-Item Measures in Service Research?
Published Date
Feb 1, 2001
Journal
Volume
3
Issue
3
Pages
196 - 204
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Notes
History