Warianty tytułu
The Application of Multidimensional Factor Scales and the Rasch Scale in Market Research with Reference to Evaluating the Communicative Effects of Advertising
Języki publikacji
Abstrakty
W artykule zaprezentowano zastosowanie skali Bolgera służącej identyfikacji efektów komunikacyjnych reklamy. Ocena niezawodności dziesięciopunktowej skali została przeprowadzona stosownie do dwóch podstawowych teorii pomiarów: klasycznej teorii testu, oraz teorii reakcji na pozycję.
This article concerns the application of the Bolger scale in identifying the communicative effects of advertising. Evaluation of the reliability of the eight-item scale was carried out in accordance with two basic theories of measurement: classical test theory and item response theory. In the second of these, the approach put forward by Rasch was used to assess the reliability of scales. (original abstract)
Rocznik
Numer
Strony
73--92
Opis fizyczny
Twórcy
autor
Bibliografia
- Andrich, D., A Rating Formulation for Ordered Response Categories, "Psychometrica" 1978, nr 43.
- Barnard, J., In Search for Equity in Educational Measurement: Traditional versus Modern Equating . Methods, ASEESA, National Conference, Pretoria 1996.
- Bollen K., Structural Equations with Latent Variables, Wiley, New York 1989.
- Brzeziński J., Metodologia badań psychologicznych, PWN, Warszawa 1996.
- Chong Y., True Score Model and Item Response Theory, http://seamonkey.ed.asu.edu/alex/teaching/WBI/measurement.html
- De Jong A., Molenaar I.W., An Application of Mokken's Model for Stochastic, Cumulative Scaling in Psychiatric Reseach, "Journal of Psychiatric Research" 1987, nr 2.
- Glas G., Velherst N.D., Test of Fit for Polytomous Rasch Models [w:] Rasch Models Foundations, Recent Developments and Applications, G.H. Fischer, I.W. Molenaar (eds), Springer, New York 1995.
- Greene V.L., Carmines E.G., Assesing Reliabilities of Linear Composities, w: K.F. Schussler, Sociological Methodology, Jossey-Bass, San Francisco 1980.
- Handbook of Modern Item Response Theory, W.J. Van der Linden, R.K. Hambleton (eds.), Springer. New York 1997.
- Holland P.W., Thayer D.T., Differential Item Performance and the Mantel-Haenszel Procedure [w:] Test Validity, H. Wainer, H.I. Braun (eds), Lawarence Erlbaum Associates, Hillsdale 1992.
- Hornowska E., Item Response Theory - nowa wersja psychometrii? [w:] Psychologia matematyczna. Od modelu teoretycznego do modelu pomiarowego, pod red. J. Brzezińskiego, T. Marka, C. Noworola. UJ, Kraków 1990.
- Magnusson D., Wprowadzenie do teorii testów, PWN, Warszawa 1991.
- Masters G.N., A Rasch Model for Partial Credit Scoring, "Psychometrica" 1982, nr 47.
- Mayntz R., Holm K., Hubner P., Wprowadzenie do metod socjologii empirycznej, PWN, Warszawa 1985.
- Mokken R.J., A Theory and Procedure of Scale Analysis, Mouton, The Hague 1971.
- Peter J .P., Reliability: A Review of Psychometric Basics and Recent Marketing Practices, "Journal of Marketing Research" 1979, nr 26.
- Rasch G., Probabilistic Model for Some Intelligence and Attainment Tests, MESA Press, Chicago 1980.
- Salzberger T., An Extended Rasch Analysis of the CETSCALE - Implications for Scale Development and Data Construction, unpubl. Working Paper, 2000.
- Salzberger T., How the Rasch Model May Shift Our Perspective of Measurement in Marketing Research. University of Economics and Business Administration, Vienna 1999.
- Salzberger T., Sinkovitz R., Schlegelmilch B., Data Equivalence in Cross-Cultural Research: A Comparison Clasical Test Theory and Latent Trait Theory Based Approaches, "Australasian Marketing Journal" 1998, nr 2.
- SamejimaF., Estimation of Latent Ability Using a Response Pattern of Graded Response, "Psychometric Monograph" 1969, nr 17.
- Swaminatham J., Rogers H.J., Detecting Differential Item Functioning Using Logistic Regression Procedures, "Journal of Education Measurement" 1990, nr 27.
- Van den Linden W., Hambleton R., Modem Item Response Theory, Springer, New York 1997.
- Van Trijp J.B.H., The Use of LISREL in Validating Marketing Constructs, "International Journal of Research in Marketing" 1991, nr 8.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000000013646