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The benefits of using reduced item variable scales in marketing segmentation
This study investigated the use of two reduced item constructs in marketing research, Involvement Scale and Consumer Expertise and their relationships. Previous findings suggested that both constructs could use reduced items and that they would be useful as marketing segmentation tools. Response rat...
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| Main Authors: | , , |
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| Format: | Default Article |
| Published: |
2012
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| Subjects: | |
| Online Access: | https://hdl.handle.net/2134/10546 |
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| _version_ | 1818174426066190336 |
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| author | Paul Taylor-West James M. Saker Donna Champion |
| author_facet | Paul Taylor-West James M. Saker Donna Champion |
| author_sort | Paul Taylor-West (1256757) |
| collection | Figshare |
| description | This study investigated the use of two reduced item constructs in marketing research, Involvement Scale and Consumer Expertise and their relationships. Previous findings suggested that both constructs could use reduced items and that they would be useful as marketing segmentation tools. Response rates to consumer questionnaires are declining; therefore, shorter questionnaires in marketing communications are more likely to be completed. This study establishes the current reliability of using these two reduced item constructs in automotive research and tests their validity using triangulation questions. Data collection used a novel approach in which respondents to a motor show used the new Apple iPad to complete an online questionnaire. Results revealed that the reduced item constructs are reliable and valid and would be useful for research involving large ticket items. They would be particularly useful to researchers where they are used as part of, rather than the main focus of, the research. |
| format | Default Article |
| id | rr-article-9501122 |
| institution | Loughborough University |
| publishDate | 2012 |
| record_format | Figshare |
| spelling | rr-article-95011222012-01-01T00:00:00Z The benefits of using reduced item variable scales in marketing segmentation Paul Taylor-West (1256757) James M. Saker (7176833) Donna Champion (1253763) Other commerce, management, tourism and services not elsewhere classified Reduced item scales Expertise Involvement Automotive Business and Management not elsewhere classified This study investigated the use of two reduced item constructs in marketing research, Involvement Scale and Consumer Expertise and their relationships. Previous findings suggested that both constructs could use reduced items and that they would be useful as marketing segmentation tools. Response rates to consumer questionnaires are declining; therefore, shorter questionnaires in marketing communications are more likely to be completed. This study establishes the current reliability of using these two reduced item constructs in automotive research and tests their validity using triangulation questions. Data collection used a novel approach in which respondents to a motor show used the new Apple iPad to complete an online questionnaire. Results revealed that the reduced item constructs are reliable and valid and would be useful for research involving large ticket items. They would be particularly useful to researchers where they are used as part of, rather than the main focus of, the research. 2012-01-01T00:00:00Z Text Journal contribution 2134/10546 https://figshare.com/articles/journal_contribution/The_benefits_of_using_reduced_item_variable_scales_in_marketing_segmentation/9501122 CC BY-NC-ND 4.0 |
| spellingShingle | Other commerce, management, tourism and services not elsewhere classified Reduced item scales Expertise Involvement Automotive Business and Management not elsewhere classified Paul Taylor-West James M. Saker Donna Champion The benefits of using reduced item variable scales in marketing segmentation |
| title | The benefits of using reduced item variable scales in marketing segmentation |
| title_full | The benefits of using reduced item variable scales in marketing segmentation |
| title_fullStr | The benefits of using reduced item variable scales in marketing segmentation |
| title_full_unstemmed | The benefits of using reduced item variable scales in marketing segmentation |
| title_short | The benefits of using reduced item variable scales in marketing segmentation |
| title_sort | benefits of using reduced item variable scales in marketing segmentation |
| topic | Other commerce, management, tourism and services not elsewhere classified Reduced item scales Expertise Involvement Automotive Business and Management not elsewhere classified |
| url | https://hdl.handle.net/2134/10546 |