Read the summary and the most important questions on Lecture 4 - BRM 1

• 4 Lecture 4

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• What is the underlying idea of multi-item scale?

  Whether the related items correlate.

• What are the theoretical advantages of multi-item scales?

  • Increased reliability by allowing to calculate Cronbach's alpha.
    
  • It is necessary if object or attribute is abstract.
  • Capable of recording greater discrimination in categories of construct. 

• As an advantage of multi-item scale, the increased reliability by allowing to calculate Cronbach's alpha is only true for abstract constructs. When is it not true and why?

  For concrete ones, because of false sense of security.

• What are the theoretical advantages of a single-item scale?

  • Multiple items unnessesary if object and attribute are concrete. 
    
  • Additional items run the risk of tapping into another predictive attribute. 
  • Common methods bias in predictor and criterion. 

• What are the conclusions of the research of Bergkvist and Rossiter (2007)?

  • Avoid mindless use of multi-item scales.
  • Use theoretical arguments for decision in case of concrete constructs. 
  • For abstract constructs, use multi-item scales. 

• For questions in surveys, what are single-item measures?

  • Age 
    
  • Gender
  • Brand-liking

• For questions in surveys, what are multiple-item measures?

  • Subjective well-being
    
  • Innovativeness
  • Employee satisfaction

• A single-item measure is appropriate when....

  The object and attribute are simple and unambigious for the raters.

• What does a multi-item scale mean?

  One construct is being measured by more than one item, because it is too abstract to capture by a single item.

• When do you speak of a reflective scale?

  If all items are the same manifestations of the construct.