HCBE Faculty Articles

Title

Marketing Research Using Single-Item Indicators in Structural Equation Models

Document Type

Article

Date

2013

Publication Title

Journal of Marketing Analytics

ISSN or ISBN

2050-3326

Volume

1

Issue

2

First Page

99

Last Page

117

Description

This article analyzes the use of single-item indicators in marketing research and their utilization in structural equation modeling (SEM). The study provides a literature review regarding the debate of the use of single-item measures in social sciences research and methodologically in SEM. The analysis of recent studies that use single-item indicators from top marketing journals provides information regarding the types of constructs fit for single-item measurement and their use in SEM. The article presents clarifications to the debate regarding the use of single-item indicators in marketing research, gives examples of types of constructs measurable through single-item indicators and provides recommendations that add knowledge to the empirical analysis and methodology domains of marketing research.

DOI

10.1057/jma.2013.7

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