Using Shortened Scales in Sales Research: Risks, Benefits, and Strategies
Increasing the number of items in a scale may increase reliability and reduce measurement error while revealing finer distinctions between respondents and stronger relationships between constructs. However, longer scales take more effort to complete, which may reduce response rates and data quality...
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| Published in | The Journal of personal selling & sales management Vol. 33; no. 3; pp. 319 - 328 |
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| Main Authors | , , |
| Format | Journal Article |
| Language | English |
| Published |
Abingdon
Routledge
01.07.2013
M. E. Sharpe Pi Sigma Epsilon Taylor & Francis Ltd |
| Subjects | |
| Online Access | Get full text |
| ISSN | 0885-3134 1557-7813 |
| DOI | 10.2753/PSS0885-3134330306 |
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| Abstract | Increasing the number of items in a scale may increase reliability and reduce measurement error while revealing finer distinctions between respondents and stronger relationships between constructs. However, longer scales take more effort to complete, which may reduce response rates and data quality or limit the number of constructs that can be measured in a survey. To address this conundrum, many researchers have begun to reduce the number of items collected forindividual scales. This paper reviews the trade-offs associated with short-form scales, both pro and con, along with strategies for employing or developing shortened scales. Empirical examples illustrate multiple approaches to the analysis ofsplit surveys, which use multiple forms to include more total items while limiting the burden on respondents in each group. |
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| AbstractList | Increasing the number of items in a scale may increase reliability and reduce measurement error while revealing finer distinctions between respondents and stronger relationships between constructs. However, longer scales take more effort to complete, which may reduce response rates and data quality or limit the number of constructs that can be measured in a survey. To address this conundrum, many researchers have begun to reduce the number of items collected for individual scales. This paper reviews the trade-offs associated with short-form scales, both pro and con, along with strategies for employing or developing shortened scales. Empirical examples illustrate multiple approaches to the analysis of split surveys, which use multiple forms to include more total items while limiting the burden on respondents in each group. Increasing the number of items in a scale may increase reliability and reduce measurement error while revealing finer distinctions between respondents and stronger relationships between constructs. However, longer scales take more effort to complete, which may reduce response rates and data quality or limit the number of constructs that can be measured in a survey. To address this conundrum, many researchers have begun to reduce the number of items collected for individual scales. This paper reviews the trade-offs associated with short-form scales, both pro and con, along with strategies for employing or developing shortened scales. Empirical examples illustrate multiple approaches to the analysis of split surveys, which use multiple forms to include more total items while limiting the burden on respondents in each group. [PUBLICATION ABSTRACT] Increasing the number of items in a scale may increase reliability and reduce measurement error while revealing finer distinctions between respondents and stronger relationships between constructs. However, longer scales take more effort to complete, which may reduce response rates and data quality or limit the number of constructs that can be measured in a survey. To address this conundrum, many researchers have begun to reduce the number of items collected forindividual scales. This paper reviews the trade-offs associated with short-form scales, both pro and con, along with strategies for employing or developing shortened scales. Empirical examples illustrate multiple approaches to the analysis ofsplit surveys, which use multiple forms to include more total items while limiting the burden on respondents in each group. |
| Author | Franke, George R. "Mick" Andzulis, James Rapp, Adam |
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| Cites_doi | 10.1037/1082-989X.11.4.323 10.1007/s11336-011-9242-4 10.1002/9781118619179 |
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| Copyright | 2013 PSE National Educational Foundation. All rights reserved. Permissions: www.copyright.com 2013 Copyright © 2013 PSE National Educational Foundation, Inc. Copyright Pi Sigma Epsilon National Educational Foundation, Inc. Summer 2013 |
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| SubjectTerms | Market surveys Measurement errors Performance-Messung Personal selling Special Section on Sales Research Methodology Studies Tradeoff analysis Verkauf |
| Title | Using Shortened Scales in Sales Research: Risks, Benefits, and Strategies |
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