Title

Perspectives: Four steps toward more valid and comparable self-report measures in advertising research*

Source of Publication

International Journal of Advertising

Abstract

© 2019, © 2019 Advertising Association. This paper proposes three criteria for evaluating advertising measurement practice: item validity, scale validity, and comparability. A review of the measurement literature is combined with an overview of research practice in order to identify harmful measurement practice. Applying the proposed criteria, the paper identifies four harmful measurement practices that should be eliminated: (1) the use of inappropriate numerical response scales; (2) mixing unipolar and bipolar response scales; (3) the use of antecedent and outcome items; (4) the inconsistent use of response scale endpoint qualifiers. By eliminating these flawed measurement practices the field would significantly improve advertising measurement practice.

Document Type

Article

First Page

738

Last Page

755

Publication Date

7-3-2020

DOI

10.1080/02650487.2019.1665398

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