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 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.     

国外旅游服务质量评价：视角、内容、维度和方法

旅游服务质量被认为是提升旅游企业和旅游目的地竞争力的重要策略,而旅游服务质量评价是提升旅游服务质量的重要前提。随着旅游业的迅速发展,旅游服务质量的评价已经成为旅游服务质量研究的重点和热点之一。在对国外文献研究的基础上,讨论了旅游服务质量评价的视角、内容、维度和主要方法,并阐述了未来需要进一步解决的问题。     

Fuzziness and Bias in Decision-Making Processes Using an Arithmetic Mean Criterion

Grade averaging (by arithmetic mean) is often performed as an attempt to assess overall student performance. In the case of grade comparison originating in non-equivalent scales, rank errors and absurd averaging may result. As averages are sometimes used for candidate selection, the paper dicusses how decisions based on arithmetic mean interpretation may be true, false, or fuzzy, according to different categories of participating candidates. A two stage selection process is analyzed from the perspective of candidate categories. The impact of the choice of asessment scale on the decision-making process is also evaluated and statistical biases are identified. The relevance of using a uniformity criterion is demonstrated.     

The C-OAR-SE procedure for scale development in marketing

Construct definition, Object classification, Attribute classification, Rater identification, Scale formation, and Enumeration and reporting (C-OAR-SE) is proposed as a new procedure for the development of scales to measure marketing constructs. C-OAR-SE is based on content validity, established by expert agreement after pre-interviews with target raters. In C-OAR-SE, constructs are defined in terms of Object, Attribute, and Rater Entity. The Object classification and Attribute classification steps in C-OAR-SE produce a framework (six types of scales) indicating when to use single-item vs. multiple-item scales and, for multiple-item scales, when to use an index of essential items rather than selecting unidimensional items with a high coefficient alpha. The Rater Entity type largely determines reliability, which is a precision-of-score estimate for a particular application of the scale.     

高水解度草鱼鱼鳞胶原蛋白肽的研究

在单因素试验基础上进行中心复合组合设计试验,建立了对水解度影响较大的3个因素间的数学模型。得出高水解度胶原蛋白肽制备的最佳工艺参数：酶解温度51．8℃、pH9．5、酶解时间3h,此条件下鱼鳞酶解水解率可达20．20％。经离子交换树脂脱盐和MW3000u超滤膜超滤后,滤液组分占鱼鳞胶原多肽含量的86．23％。三氯乙酸可溶性氮百分含量（TCA—NSI）为91．12％,灰分含量为1．1％。     

A Quantitative Analysis of Rating-scale Response Variability

A quantitative analysis of 3,863 rating-scale standard deviations from 259 independent studies investigated relationships between rating-scale response variability and eleven different scale, study participant, methodological, and substantive factors. Statistically significant relationships were obtained for eight of the relationships investigated. In general, number of rating-scale categories, mode of scale administration (self or other), and gender tended to be the most important moderators of response variability. When college students were study participants, type of study (survey or experiment) moderated response variability.     

Measuring the costs of children: parametric and semiparametric estimators1

How much additional income does a family with four children need to attain the same welfare level as a family with two children? And how much does a single person need compared to a childless couple? These questions are important in applied micro-economics and underlie public policy on, for example, social benefits and child allowances. In microeconomics, this is known as the problem of measuring equivalence scales. We estimate these scales using two types of subjective survey information. First, we use answers to survey questions on the income required to attain a given utility level. We compare the results for the usual linear model with semiparametric estimates, in which the functional form of the relationship between required income and family size and actual income is left unspecified. Second, we use answers to the question: how satisfied are you with actual household income? We present parametric and semiparametric estimates for ordered response models explaining this discrete variable. We find that according to the second type of information, costs of children are much larger than according to the first.     

The measurement of work–family culture in Spain and some applications to other economies

This investigation adapts the scales assessing work–family culture to consider several characteristics found in Spanish organizations (e.g. extended schedules and a high value attributed to working long hours). Organizational phenomena not included in other scales are integrated into a modified instrument (e.g. managers efforts to inform about the available work–family benefits, being considered more efficient when working many hours). Suggestions on the measurement of these new features in other economies are provided. Two studies are conducted: one to develop the scale and another to validate it. The resulting instrument comprehends three components: managerial support, career consequences and supervisor support.     

A new approach to validate customer satisfaction multi-item measures: the case of shopping goods

In the field of marketing many objects of interest exist that are not directly observable, nevertheless they can be measured through multi-item measurement scales. These instruments are extremely useful and their importance requires accurate development and validation procedures. The traditional marketing literature highlights specific protocols along with statistical instruments and techniques to be used for achieving this goal. For example, correlation coefficients, univariate and multivariate analysis of variance and factorial analysis are widely employed with this purpose. However, these statistical tools are suitable for metric variables but they are adopted even when the nature of the observed variables is different, as it often occurs, since in many cases the items of which the scale is made up are ordinal. Latent class analysis takes explicitly into account the ordinal nature of the observed variables and also the fact that the object of interest is unobservable. The aim of this paper is to show how latent class analysis can improve the procedures for developing and validating a multi-item measurement scale for measuring customer satisfaction with reference to a shopping good, that is a good characterized by a high level of involvement and an emotional learning, linked to the lifestyle of the customer. The latent class approach explicitly considers both the ordinal nature of the observed variables and the fact that the construct to be measured is not directly observable. Applying appropriate latent class models, important features such as scale dimensionality, criterion and construct validity can be better assessed while evaluating the scale.     

文化生态保护研究尺度与进展

文化生态保护是当下理论界和政府重点研究的课题之一，适宜的研究尺度对加强文化生态保护理论研究和实践具有重要意义。宏观尺度研究文化生态系统、文化多样性，中观尺度研究特定区域、民族的文化生态变迁与保护，微观尺度研究文化生态因子的发展、变迁。立足于中观和微观尺度，以宏观尺度为指导，坚持保护第一扣可持续利用原则，开展跨学科、综合性的研究，是文化生态保护研究的主要趋势。