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The benefits of using reduced item variable scales in marketing segmentation

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journal contribution
posted on 03.10.2012, 12:51 by Paul Taylor-West, James M. Saker, Donna Champion
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.

History

School

  • Business and Economics

Department

  • Business

Citation

TAYLOR-WEST, P., SAKER, J. and CHAMPION, D., 2012. The benefits of using reduced item variable scales in marketing segmentation. Journal of Marketing Communications, DOI:10.1080/13527266.2012.723026

Publisher

© Taylor & Francis (Routledge)

Version

AM (Accepted Manuscript)

Publication date

2012

Notes

This article was published in the Journal of Marketing Communications [© Taylor & Francis (Routledge)] and the definitive version is available at: http://dx.doi.org/10.1080/13527266.2012.723026

ISSN

1352-7266

eISSN

1466-4445

Language

en