The Importance of Choosing One Good Item for Single-Item Measures of Attitude towards the Ad and Attitude towards the Brand and Its Generalization to All Measures
Year: 2009
Type: article
Abstract: This article provides a necessary complement to Bergkvist and Rossiter’s (2007) article on single-item measures. The new study tests Rossiter’s (2002) claim in his C-OAR-SE procedure for scale development that “one good item” (meaning the most content-valid item) must be chosen for the single-item measure. The study demonstrates, for measures of Attitude towards the Ad (AAd) and Attitude towards the Brand (ABrand), that predictive validity differs according to which particular single item is chosen from typical sets of multiple items used to measure these constructs. Generally, there is only one suitable item for measuring these “doubly concrete” constructs, and this item can be identified a priori by expert judgment of item content in relation to the conceptual definition of the construct. The “one good item” recommendation can be extended to the measurement of first-order components of “abstract” constructs, because first-order components must be doubly concrete. The “one good item” recommendation therefore applies to the measurement of all constructs because all measures either are, or are aggregations of, single items.
Authors: Lars Bergkvist, John R. Rossiter
Institutions: Stockholm University, University of Wollongong
Language: English
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2157744781