EMPIRICAL RESEARCH METHODS IN BUSINESS ADMINISTRATION
FALL ‘06
Madhu Viswanathan
Office:
61 Wohlers
Ph. 333-4550
Office hours: By appointment
Class Time & Place: Wednesdays
10:00 - 1:00
Availability of Assigned Material
Readings for first few weeks available at
350 Wohlers
Overview
The course will aim to provide a foundation for designing and using methods to perform
empirical research in business areas. The seminar will be structured around a framework of
measurement principles covered in the first part of the course. Using these measurement
principles as a foundation, the second part of the course will be devoted to discussing issues
about specific methods listed below such as experimental designs and survey designs. The third
part of the course will cover some miscellaneous issues in research methods and presentations by
students.
Topics
At the heart of scientific inquiry is the ability to measure phenomena through the use of
research methods. Principles of measurement relate the abstract domain of ideas, theories and
hypotheses, to the operational domain of research methods. The first part of the course will cover
the basics of measurement in the social sciences.
Part I
Principles of measurement
(i) Introduction to measurement
(ii) Reliability in measurement
Indicators of reliability
Assessment of reliability using data sets
(iii) Validity in measurement
Indicators of validity
Assessment of types of validity including
convergent, discriminant, and nomological
validity
Assessment of dimensionality using
exploratory factor analysis
(iv) Understanding measurement
error
An in-depth examination of types
of measurement error, their causes, and their
consequences
(v) Using LISREL in measurement
Confirmatory factor analyses
Introduction to LISREL
Simultaneous assessment of measurement
and theory using structural equations
(vi) Measurement applications in business
This portion of the course aims to provide a basis to view research methods from a
measurement perspective as well as a working knowledge of the assessment of reliability and
validity of measurement procedures. Using these measurement principles as a foundation the
second part of the course will be devoted to discussing issues about specific methods listed
below.
Part II
Specific research methods
(i) Validity of research designs
Validity of research designs
Trade-offs between types of validity
(ii) Experimental research designs
Basics of experimental designs
Types of designs
Manipulation checks; demand artifacts, etc.
Applications in business
(iii) Survey research designs
Measurement error in surveys
Question wording effects
Response scale effects
Applications in business
(iv) Qualitative research designs
Introduction to qualitative designs
Applications in business
The third part of the course will cover some miscellaneous issues in research methods and papers
developed by students.
Part III
Paper presentations and miscellaneous issues
Background required to take course
While the course will require students to have a background in statistics, in depth
knowledge of multivariate statistics is not necessary. The assignments will require knowledge of
a statistical package (preferably SPSS) to run programs such as reliability, and factor analyses.
Students in different areas of business administration are encouraged to bring in readings
of interest to them for class discussion. One assignment will specifically require students to
bring in applications of topic areas covered in the course.
Course requirements
(i)
Class participation
(The course will use a discussion format.
Students will be responsible for weekly readings and
will be expected to lead class discussions)
40%
(ii)
Assignments
(The course will involve several assignments
throughout the semester including analyses and
interpretation of data sets, designing research methods,
and critically assessing specific research designs.)
10%
(iii)
Paper/Presentation & Write-up
(The course requirements include the completion
of a project where students will choose a set of
hypotheses of interest and develop a research
method to test the hypotheses. A paper based
on this project as well as a class presentation
will be required. Various sections of the paper
will be due during the course of the semester.
Requests for extension will not be considered
except for valid medical or personal reasons.
The project will involve application of course
material in designing the method for a study and
providing rationale for it. For example, a survey
or an experiment or a qualitative method could
be used. Data collection is encouraged but not
necessary. Further details are provided under
the assignment schedule.)
50%
Text
Measurement Error and Research Design (2005) by Madhu Viswanathan, Sage Publications
(http://www.business.uiuc.edu/~madhuv/msmt.html).
OVERVIEW OF SCHEDULE
Part I
Principles of Measurement
August 30
Introduction to measurement
The Measure development process
Introduction to reliability
Reliability (con’td)
Introduction to factor analysis
Reliability assignment due
Reliability (cont’d)
Factor analysis (cont’d)
Introduction to validity
Factor analysis assignment due
Paper topic due
Validity (cont’d)
Summary of reliability, factor analysis and validity
Understanding measurement error
Validity assignment due
Error assignment due
Understanding measurement error
Front end of paper due
Understanding measurement error
Using Structural Equation Modeling in measurement
September 6
September 13
September 20
September 27
October 4
Part II
October 11
October 18
October 25
November 1
November 8
Part III
November 15
November 29
December 4
Specific Research Methods
Using Structural Equation Modeling in measurement cont’d
Measurement Applications
Validity of research designs
Participation in debate on validity
Validity of research designs (cont’d)
Experimental research methods (cont’d)
Overview of methods section due
Survey research methods
Survey research methods (cont’d)
Qualitative research methods
Details of methods sections due
Paper presentations and miscellaneous issues
Qualitative research methods (cont’d)
Miscellanoues issues
Paper Presentations
Final paper due
DETAILED SCHEDULE
PART I - PRINCIPLES OF MEASUREMENT
August 30
Reading assignment
Introduction to Measurement
Kerlinger, Fred N. (1986), "Constructs, Variables, and Definitions," Foundations of Behavioral
Research, New York: Holt, Rinehart and Winston, 26-44.
Nunnally, Jum C., and Ira H. Bernstein (1994), "Introduction," Psychometric Theory, New York:
McGraw Hill, Chapter 1, 3-30.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 1-10.
The Measure Development Process
Churchill, Gilbert A., Jr. (1979), "A Paradigm for Developing Better Measures of Marketing
Constructs," Journal of Marketing Research, 16 (February), 64-73, (Read pages 64-68,
i.e., pages 195-199 on the reprinted version).
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 11-18.
Introduction to Reliability
Devellis, Robert F. (1991), Scale Development: Theory and Applications, Sage
Publications Inc., 51-90.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 18-29.
September 6
Reliability assignment due (available at http://www.business.uiuc.edu/~madhuv/msmt.html scale in Page 15 of Viswanathan book)
Reading assignment
Reliability (cont’d)
Devellis, Robert F. (1991), Scale Development: Theory and Applications, Sage Publications Inc.,
12-42.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 18-29.
Introduction to Factor Analyses
Hair, Joseph F., Jr. et al. (1979), Multivariate Data Analysis, Tulsa, Oklahoma: Petroleum
Publishing Company, Chapter 6, 223-253.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 29-35.
September 13
Paper topic due
Factor analyses assignment due (available at
http://www.business.uiuc.edu/~madhuv/msmt.html)
Reading assignment
Reliability (cont’d)
Devellis, Robert F. (1991), Scale Development: Theory and Applications, Sage
Publications Inc., 12-42.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 18-29.
Factor Analyses (cont’d)
Hair, Joseph F., Jr. et al. (1979), Multivariate Data Analysis, Tulsa, Oklahoma: Petroleum
Publishing Company, Chapter 6, 223-253.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 29-35.
Introduction to Validity
Churchill, Gilbert A., Jr. (1979), "A Paradigm for Developing Better Measures of Marketing
Constructs," Journal of Marketing Research, 16 (February), 64-73, (Read pages 69-73,
i.e., pages 200-204 on the reprinted version).
Nunnally, Jum C., and Ira H. Bernstein (1994), “Validity,” Psychometric Theory (3rd ed.), New
York: McGraw-Hill, 83-113.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 61-75.
September 20
Validity assignment due (Pages 63-65 of the Viswanathan book are used for this assignment)
Reading assignment
Validity (cont’d)
Campbell, Donald T. and Donald W. Fiske (1959), "Convergent and Discriminant Validation by
the Multitrait-Multimethod Matrix," Psychological Bulletin, 56 (March), 100-122.
Reliability, Factor analysis, and Validity - Summary
Devellis, Robert F. (1991), Scale Development: Theory and Applications, Sage
Publications Inc., 12-42.
Hair, Joseph F., Jr. et al. (1979), Multivariate Data Analysis, Tulsa, Oklahoma: Petroleum
Publishing Company, Chapter 6, 223-253.
Churchill, Gilbert A., Jr. (1979), "A Paradigm for Developing Better Measures of Marketing
Constructs," Journal of Marketing Research, 16 (February), 64-73.
Nunnally, Jum C., and Ira H. Bernstein (1994), “Validity,” Psychometric Theory (3rd ed.), New
York: McGraw-Hill, 83-113.
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 1-35; 61-75.
Understanding Measurement Error
Viswanathan (2005), “What is Measurement Error?,” Measurement Error and Research
Design, CA: Sage Publications, Chapter 2, 97-134.
Viswanathan (2005), “What Causes Measurement Error?,” Measurement Error and
Research Design, CA: Sage Publications, Chapter 3, 135-148.
September 27
Front end of paper due
Error assignment due (Pages 123-134 of Viswanathan text)
Reading assignment
Understanding Measurement Error
Viswanathan (2005), “What is Measurement Error?,” Measurement Error and Research
Design, CA: Sage Publications, Chapter 2, 97-134.
Viswanathan (2005), “What Causes Measurement Error?,” Measurement Error and
Research Design, CA: Sage Publications, Chapter 3, 135-148.
Viswanathan (2005), “Can Empirical Procedures Pinpoint Types of Measurement Error?,”
Measurement Error and Research Design, CA: Sage Publications, Chapter 4, 149159.
October 4
Revisit error assignment
Reading assignment
Using Structural Equation Modeling in measurement
Viswanathan (2005), “What is Measurement?,” Measurement Error and Research Design,
CA: Sage Publications, Chapter 1, 35-61.
Ecob, Russell, and Peter Cuttance, “An overview of structural equation modeling,” Structural
Modeling By Example: Applications in Educational, Sociological, and Behavioral
Research, Peter Cuttance and Russell Ecob (eds.), NY: Cambridge University Press.
Long, Scott, Confirmatory Factor Analysis, Sage Publications Inc., 1983, pages 11-34.
Long, Scott, Covariance Structure Models: An Introduction to LISREL, Sage Publications Inc.,
1983, pages 11-24.
Anderson, James C. and David W. Gerbing (1988), "An Updated Paradigm for Scale
Development Incorporating Unidimensionality and Its Assessment," Journal of
Marketing Research, 25 (May), 186-192.
Judd, Charles M., Jessor, Richard, and Donovan, John E. (1986). Structural equation models
and personality research. Journal of Personality, 54 (1), 149-198.
Understanding Measurement Error cont’d
Viswanathan (2005), “How Can Measurement Error be Identified and Corrected For in
Measure Development?,” Measurement Error and Research Design, CA: Sage
Publications, Chapter 5, 161-196.
PART II - SPECIFIC RESEARCH METHODS
October 11
Using Structural Equation Modeling in measurement cont’d from previous part
Bollen, K. A., & Lennox, R. (1991). Conventional wisdom on measurement: A structural
equation perspective. Psychological Bulletin, 110(2), 305–314.
Viswanathan (2005), “How Do Measures Differ?,” Measurement Error and Research
Design, CA: Sage Publications, Chapter 7, 228-238.
Measurement Applications cont’d from previous part
Viswanathan (2005), “What are Examples of Measures and Measurement Across Various
Disciplines?,” Measurement Error and Research Design, CA: Sage Publications,
Chapter 8, 239-288.
Assignment: Debate on validity
Reading assignment
Validity of research designs
Cook, Thomas D. and Donald T. Campbell, "Validity," Quasi-Experimentation: Design &
Analysis Issues for Field Settings, 37-94.
Calder, Bobby J. et al. (1981), "Designing Research for Application," Journal of
Consumer Research, 8 (September), 197-207.
Lynch, John G., Jr. (1982), "On the External Validity of Experiments in Consumer Research,"
Journal of Consumer Research, 9 (December), 225-239.
Lynch, John G., Jr. (1983), "The Role of External Validity in Theoretical Research," Journal of
Consumer Research, 10 (June), 109-111.
Calder, Bobby J. et al. (1983), "Beyond External Validity," Journal of Consumer Research, 10
(June), 112-114.
October 18
Reading assignment
Validity of research designs (cont’d)
McGrath, Joseph E. and David Brinberg (1983), "External Validity and the Research Process: A
Comment on the Calder/Lynch Dialogue," Journal of Consumer Research, 10 (June),
115-124.
Berkowitz, Leonard and Edward Donnerstein (1982), "External Validity is More Than Skin
Deep," American Psychologist, 37 (March), 245-257.
Mook, Douglas G. (1983), "In Defense of External Invalidity," American Psychologist, (April),
379-387.
Ellsworth, Phoebe C. (1977), From Abstract Ideas to Concrete Instance: Some Guidelines for
Choosing Natural Research Settings,” American Psychologist, 604-615.
Viswanathan (2005), “How Does Measurement Error Affect Research Designs?,”
Measurement Error and Research Design, CA: Sage Publications, Chapter 10, 307310; 329-336; 343-346.
October 25
Overview of methods section of paper due
Reading assignment
Experimental Research Designs
Perdue, Barbara C. and John O. Summers (1986), "Checking the Success of Manipulations in
Marketing Experiments," Journal of Marketing Research, 23 (November),317-326.
Greenwald, Anthony G. (1976), "Within Subjects Designs: To Use or Not to Use?"
Psychological Bulletin, 83(2), 314-320.
Viswanathan (2005), “How Does Measurement Error Affect Research Designs?,”
Measurement Error and Research Design, CA: Sage Publications, Chapter 10, 307310; 315-336; 340-343.
November 1
Reading assignment
Survey Research Designs
Viswanathan (2005), “How Does Measurement Error Affect Research Designs?,”
Measurement Error and Research Design, CA: Sage Publications, Chapter 10, 310315; 337-339.
Fowler, Floyd, “Designing Questions to be Good Measures,” Survey Research Methods, Sage
Publications Inc., pages 69-93.
Schwarz, Norbert, and Hans-Jurgen Hippler (1991), "Response Alternatives: The Impact of their
Choice and Presentation Order," in Paul B. Biemer et al. (eds.), Measurement Error in
Surveys, 41-56, Wiley: NY.
Cox, Eli (1980), “The Optimal Number of Response Alternatives in a Scale: A Review,” Journal
of Marketing Research, 17, 407-422.
Viswanathan (2005), “How Do Measures Differ?,” Measurement Error and Research
Design, CA: Sage Publications, Chapter 7, 213-228.
November 8
Details of methods section of paper due
Reading Assignment
Cox, Eli (1980), “The Optimal Number of Response Alternatives in a Scale: A Review,” Journal
of Marketing Research, 17, 407-422.
Qualitative Research methods
Hirschman, Elizabeth C. (1986), “Humanistic Inquiry in Marketing Research: Philosophy,
Method, and Criteria,” Journal of Marketing Research, 23, 237-49.
Papers from guest speakers
November 15
Reading assignment
Qualitative research (cont’d)
Hirschman, Elizabeth C. (1986), “Humanistic Inquiry in Marketing Research: Philosophy,
Method, and Criteria,” Journal of Marketing Research, 23, 237-49.
Viswanathan (2005), “What is the Role of Measurement in Science?,” Measurement Error
and Research Design, CA: Sage Publications, Chapter 11, 347-382.
Papers from guest speakers
November 29
Paper Presentations
December 4
Final paper due
ASSIGNMENT SCHEDULE
This assignment schedule excludes reading assignments which are listed in detail earlier. Data
sets for assignments are available at http://www.business.uiuc.edu/~madhuv/msmt.html
September 6
Reliability assignment due
Factor analyses assignment due
September 13
Validity assignment due
Paper topic due
September 20
Error assignment due
September 27
Front end of paper due (i.e., conceptualization & hypotheses)
October 11
Participation in debate on validity
October 25
Overview of methods section due (i.e., rough draft)
November 8
Details of methods section due (i.e., stimuli, questionnaire, etc.)
November 29
Paper Presentations
December 4
Final paper due
Informal assignments include the provision of papers which are applications of a
particular topic area to you for class discussion. These papers can ideally be given to me 1-2
weeks before scheduled class discussion on that topic. Areas in which papers are invited include
(i) measurement applications, (ii) experimental research methods, (iii) survey research methods,
and (iv) qualitative research methods. In addition, students are encouraged to suggest papers for
any topic covered during the semester as well as for any additional topics.
At the beginning of the semester, each student can give me 3-5 papers that reflect your
present research interests. This is important to enable me to educate myself on your interests.
Choose papers that are different enough to cover a range of your interests.
Throughout the latter part of the semester, we will also have discussions of each person’s
class project. These discussions will provide a useful forum to obtain feedback on your
individual projects and monitor your own progress.
DESCRIPTION OF ASSIGNMENTS
Details of some weekly assignments will be provided during the course of the semester.
Reading assignments
In terms of reading assignments, students are expected to read assigned material and be
prepared to lead class discussion. As you learn the material, write down questions that come to
mind. Also, try to work through examples during reading and raise these examples in class
discussion. I will provide a set of discussion questions for each week about a week in advance.
However, we do not need to be constrained by these questions alone. Students are strongly
encouraged to raise questions at appropriate times in the discussion. Class participation will
involve both raising questions and attempting to answer questions raised.
Project
The project will consist of several phases that are listed below. You are encouraged to
discuss your project with me during the course of the semester. Several assignments pertaining
to the project are due during the course of the semester. These assignments are intended to
facilitate feedback and ensure completion of the paper based on the project.
(i) Identify theory/past research that will form the basis for your paper. While in-depth
discussion and theorizing is not central to the purpose of this paper, it is important that you are
clear about the rationale/theory for the hypotheses for purposes of designing the method.
Further, you need to know past research in terms of methodological issues in order to provide
support for your own method.
(ii) Develop and state the hypotheses that you are going to test. Parts i and ii are due on
September 27.
(iii) Develop the overall design and provide the rationale for choosing it to test your
hypotheses.
(iv) Clearly describe the independent and dependent variables and their
operationalizations. As a part of the paper you are required to develop a multiple-item measure
for at least one variable which should have at least five items.
Parts iii and iv are due on October 25.
(v) Provide complete details of all materials to be used. If you are using a questionnaire,
the complete questionnaire must be presented. If you are conducting an experiment, all materials
should be presented. The paper should provide support for choice of materials. The final paper
should contain an appendix where all materials are presented. The reader should be able to go
out and collect data immediately using the information provided. Describe all details such as the
participants in the study, the exact procedure to be employed, etc., along with rationale for your
choice. As you consider your paper, make sure you have addressed the issues we cover in class
such as reliability, validity, internal versus external validity, etc.. These principles should be
used to develop your method and also to provide support for your choices.
Part v is due on November 8.
(vi) Describe the data analyses that you would perform on the data including assessment
of reliability, validity, usage of LISREL, etc.
(vii) The final presentation and paper should be of good quality that is reflective of work
done throughout the course of the semester. The paper should be organized into headings and
sub-headings similar to published work. Good writing is very important.
(viii) The final paper is due on December 4. In order to be fair to all students in
applying consistent standards, requests for extension of the deadline will not be considered
except for certain special circumstances.
ADDITIONAL READINGS LIST
BOOKS ON RESERVE AT COMMERCE LIBRARY
I have requested the library to put the following books on reserve.
Administrative Science Quarterly (December 1979).
American Psychological Association (1990), Ethical Principles in the Conduct of Research with
Human Participants, 1990.
American Psychological Association (1983), Publication Manual.
Asher, Herbert (1983), Causal Modeling, Newbury Park, CA: Sage Publications.
Bateman, T. S. and G. R. Ferris (1984), Methods and Analysis in Organizational Research,
Reston.
Brewer, John and Albert Hunter (1989), Multimethod Research: A Synthesis of Styles, Newbury
Park, CA: Sage Publications.
Brinberg, David and Joseph E. McGrath (1985), Validity and the Research Process, Beverly
Hills, CA: Sage Publications.
Brown, Steven R. and Lawrence E. Melamed (1990), Experimental Design and Analysis,
Newbury Park, CA: Sage Publications.
Burrell and Morgan (1979), Sociological Paradigms and Organizational Analysis, Heineman.
Byrne, Barbara M. (1989), A Primer of LISREL: Basic Applications and Programming for
Confirmatory Factor Analytic Models, New York: Springer-Verlag.
Carlsmith, J. Merrill, Phoebe C. Ellsworth, and Elliot Aronson (1976), Methods of Research in
Social Psychology, Reading, Ma: Addison-Wesley Publishing Company.
Carmines, Edward G. and Richard A. Zeller (1979), Reliability and Validity Assessment, Beverly
Hills, CA: Sage Publications.
Converse, Jean M. and Stanley Presser (1986), Survey Questions: Handcrafting the Standardized
Questionnaire, Beverly Hills, CA: Sage Publications.
Cook, Thomas D. and Donald T. Campbell (1979), Quasi-Experimentation: Design and Analysis
Issues for Field Settings, Chicago: Rand McNally College Publishing Company.
Cooper, Harris M. (1989), Integrating Research: A Guide for Literature Reviews, 2nd ed.,
Newbury Park, CA: Sage Publications.
DeVellis, Robert F. (1991), Scale development: Theory and Applications, Newbury Park, CA:
Sage Publications.
Fetterman, David M. (1989), Ethnography: Step by Step, Newbury Park, CA: Sage Publications.
Henkel, Ramon E. (1976), Tests of Significance, Beverly Hills, CA: Sage Publications.
Jorgensen, Danny L. (1989), Participant Observation: A Methodology for Human Studies,
Newbury Park, CA: Sage Publications.
Kalton, Graham (1983), Introduction to Survey Sampling, Beverly Hills, CA: Sage Publications.
Kaplan, A. (1964), The Conduct of Inquiry, Chandler.
Kelman, H. C. (1968), A Time to Speak: On Human Values and Social Research, Jossey-Bass.
Kerlinger, Fred N. (1979), Behavioral Research, A Conceptual Approach, New York: Holt,
Rinehart and Winston.
Kerlinger, Fred N. (1986), "Constructs, Variables, and Definitions," Foundations of Behavioral
Research, New York: Holt, Rinehart and Winston, 26-44.
Kim, Jae-on and Charles Mueller (1978), Introduction to Factor Analysis: What It Is and How to
Do It, Beverly Hills, CA: Sage Publications.
Kimmel, Alan J. (1988), Ethics and Values in Applied Social Research, Beverly Hills, CA: Sage
Publications.
Kraemer, Helena Chmura (1987), How Many Subjects?: Statistical Power Analysis in Research,
Stanford, CA: Department of Psychiatry and Behavioral Sciences, Stanford University.
Lipsey, Mark W. (199), Design Sensitivity: Statistical Power for Experimental Research,
Newbury Park, CA: Sage Publications.
Locke, Lawrence F., Waneen W. Spirduso, and Stephen J. Silverman (1987), Proposals That
Work: A Guide For Planning Dissertations and Grant Proposals 2nd ed., Beverly Hills,
CA: Sage Publications.
Lodge, Milton (1981), Magnitude Scaling: Quantitative Measurement of Opinions, Beverly
Hills, CA: Sage Publications.
Long, J. Scott (1983), Confirmatory Factor Analysis: A Preface to LISREL, Beverly Hills, CA:
Sage Publications.
Long, J. Scott (1983), Covariance Structure Models: An Introduction to LISREL, Beverly Hills,
CA: Sage Pulications.
Marshall, Catherine and Gretchen B. Rossman (1989), Designing Qualitative Research, Newbury
Park, CA: Sage Publications.
McGrath, Joseph E., Joanne Martin and Richard A. Kulka (1982), Judgment Calls in Research,
Beverly Hills, CA: Sage Publications.
Nunnally, Jum C. (1978), Psychometric Theory (2nd ed.), New York: McGraw-Hill.
Nunnally, Jum C., and Ira H. Bernstein (1994), Psychometric Theory (3rd ed.), New York:
McGraw-Hill.
Rosenthal, Robert and Ralph L. Rosnow (1984), Essentials of Behavioral Research: Methods
and Data Analysis, New York: McGraw-Hill.
Rosenthal and Rosnow (1969), Artifact in Behavioral Research, Academic Press.
Rychlak, J. F. (1968), A Philosophy of Science of Personality Theory, Houghton Mifflin, 1968.
Spector, Paul E. (1981), Research Designs, Beverly Hills, CA: Sage Publications.
Stewart, David W. and Prem N. Shamdasani (1990), Focus Groups: Theory and Practice,
Newbury Park, CA: Sage Publications.
Strauss, Anselm and Juliet Corbin (1990), Basics of Qualitative Research: Grounded Theory
Procedures and Techniques, Newbury Park, CA: Sage Publications.
Viswanathan (2005) Measurement Error and Research Design, CA: Sage Publications.
Webb, Campbell, Schwartz, and Sechrest (1966), Unobtrusive Measures, Rand McNally.
Wildt, Albert R. and Olli Ahtola (1978), Analysis of Covariance, Beverly Hills, CA: Sage
Publications.
ADDITIONAL PAPERS
Introduction to Measurement
Gaito, John (1980), Measurement Scales and Statistics: Resurgenece of an Old Misconception,
Psychological Bulletin, 87 (3), 564-567.
Hensel, Paul J. and Gordon C. Bruner, II (1992), Scaling and Measurement: Multi-Item Scaled
Measures in Sales Related Research, Journal of Personal Selling and Sales Management,
12 (3), 77-82.
Jacoby, Jacob (1978), "Consumer Research: A State of the Art Review," Journal of Marketing,
42 (April), 87-96.
Ray, Michael L. (1979), "The Critical Need for a Marketing Measurement Tradition: A
Proposal," Conceptual and Theoretical Developments in Marketing, O. C. Ferrel et al.,
eds. (1979), 34-48.
Venkatraman, N. and John Grant (1986), Construct Measurement in Organizational Strategy
Research: A Critique and Proposal, Academy of Management Review, 11 (1), 71-87.
Reliability
Churchill, Gilbert A., Jr., and J. Paul Peter (1984), “Research Design Effects on the Reliability of
Rating Scales: A Meta-Analysis,” Journal of Marketing Research, 21 (November), 36075.
Cortina, Jose (1993), “What is Coefficient Alpha ? An Examination of Theory and
Applications,” Journal of Applied Psychology, 78, 98-104
Crocker, Linda and James Algina (1986), "Reliability and the Classical True Score Model,"
Introduction to Classical and Modern Test Theory, New York: Holt, Rinehart, and
Winston, 105-128.
Crocker, Linda and James Algina (1986), "Introduction to Generalizability Theory," Introduction
to Classical and Modern Test Theory, New York: Holt, Rinehart, and Winston, 157-189.
Cronbach, Lee J. (1951), "Coefficient Alpha and the Internal Structure of Tests,"
Psychometricka, 16 (September), 297-334.
John, George and Deborah L. Roedder (1981), Reliability Assessment: Coefficients Alpha and
Beta, AMA Educators Conference Proceedings, Bernhardt et al. (eds.).
Green, Samuel, Robert Lissitz, and Stanley Mulack (1977), "Limitations of Coefficient Alpha as
an Index of Unidimensionality," Educational and Psychological Measurement, 37, 827-
838.
Greene, Vernon L. and Edward G. Carmines (1980), Assessing the Reliability of Linear
Composites, Sociological Methodology, San Francisco, CA: Jossey-Bess Publishers,
Chapter 5.
Heise, David R. and George W. Bohrnstedt (1970), Validity, Invalidity, and Reliability,
Sociological Methodology, San Francisco, CA: Jossey-Bess Publishers, Chapter 6.
Levine, Lawrence M. and George W. Bohrnstedt (1982), New Developments in the Assessment
of Reliability: The Linrel Program, Educational and Psychological Measurement, 42, 195199.
Measuring Scales: Reliability Analysis, SPSS/PC+ Advanced Statistics V.2.0, Chicago, IL:
SPSS, Inc., 1988, B203-B212.
Miller, Michael (1995), “Coefficient Alpha: A Basic Introduction from the Perspective of
Classical Test Theory and Structural Equation Modeling,” Structural Equation Modeling,
255-73.
Parameswaran, Ravi et al. (1979), "Measuring Reliability: A Comparison of Alternative
Techniques," Journal of Marketing Research, 16 (February), 18-25.
Peter, J. Paul (1979), "Reliability: A Review of Psychometric Basics and Recent Marketing
Practices," Journal of Marketing Research, 16 (February), 6-17.
Peter, J. Paul, G. Churchill, and T. Brown (1993), “Caution in the Use of Difference Scores in
Consumer Research,” Journal of Consumer Research, 19, 655-662.
Peterson, Robert (1994), “A Meta-analysis of Cronbach’s Coefficient Alpha,” Journal of
Consumer Research, 21, 381-391.
Rentz, Joseph O. (1987), "Generalizability Theory: A Comprehensive Method for Assessing and
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Factor analysis
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Validity
Churchill, Gilbert A., Jr., and J. Paul Peter (1986), “Relationship Among Research Design
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Marketing Research, 21 (February), 1-10.
Cronbach, Lee J. and Paul E. Meehl (1955), "Construct Validity in Psychological Tests,”
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Harmon, Harry H. (1960), Modern Factor Analysis, Chicago, Illinois: University of
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Schmitt, Neal and Daniel M. Stults (1986), "Methodology Review: Analysis of MultitraitMultimethod Matrices," Applied Psychological Measurement, 10 (March), 1-22.
Using LISREL in measurement
Acito, Franklin et al. (1980), A Simulation Study of Methods for Hypothesis Testing in
Factor Analysis, Journal of Consumer Research, 7 (September),
Anderson, James C. and David W. Gerbing (1982), "Some Methods for Respecifying
Measurement Models to Obtain Unidimensional Construct Measurement," Journal of
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Anderson, James C. and David W. Gerbing (1984), "On the Meaning of Within: Factor
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Anderson, James C. and David W. Gerbing (1988), "An Updated Paradigm for Scale
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Bagozzi, Richard P. (1983), "Issues in the Application of Covariance Structure Analysis: A
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Baumgartner, Hans, and Christian Homburg (1996), “Applications of Structural Equation
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Bollen, Ken (1989), "Confirmatory Factor Analysis," Structural Equations with Latent
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Bollen, Ken (1982), "A Confirmatory Factor Analysis: Model of Subjective Air Quality,"
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Campbell, Donald T. and Edward J. O'Connell (1982), "Methods as Diluting Trait Relationships
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Fornell, Claes (1983), "Issues in the Application of Covariance Structure Analysis: A
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Fornell, C. and David Larcker (1981), "Evaluating Structural Equation Models with
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Kumar, Ajith and William Dillon (1992), An Integrative Look at the Use of Additive and
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Measurement Applications in Marketing
Bearden, W. O., R. G. Netemeyer, and J. E. Teel (1989), "Measurement of Consumer
Susceptibility to Interpersonal Influence," Journal of Consumer Research, 15 (March),
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Boyle, Brett et al. (1992), "Influence Strategies in Marketing Channels: Measures and
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Burton, S., R. G. Netemeyer, and D. Lichtenstein (1995), "Assessing the Domain Specificity of
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Childers, T. L., M. J. Houston, and S. E. Heckler (1985), "Measurement of Individual
Differences in Visual Versus Verbal Information Processing," Journal of Consumer
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Churchill, Gilbert, et al. (1974), "Measuring the Job Satisfaction of Industrial Salesmen," Journal
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Corfman, Kim P. (1991), "Perceptions of Relative Influence: Formation and Measurement,"
Journal of Marketing Research, 28(2), 125-136.
Cronin, Joseph J. and Steven A. Taylor (1992), "Measuring Service Quality: A Reexamination
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Dacin, Peter, and Andrew A. Mitchell (1996), “The Assessment of Alternative Measures of
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Saxe, Robert and Barton A. Weitz (1982), "The SOCO Scale: A Measure of the Customer
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Seymour, Daniel and Greg Lessne (1985), "Spousal Conflict Arousal: Scale Development,"
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Spiro, R. L. and B. A. Weitz (1990), "Adaptive Selling: Conceptualization, Measurement, and
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Zaichkowsky, Judith Lynne (1984), "Measuring the Involvement Construct," Journal of
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Experimental Research Designs
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Kirk, Roger E. (1982), Experimental Design: Procedures for the Behavioral Sciences, Monterey,
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Survey Research Designs/Response scales
Blair, Edward and Scot Burton (1987), "Cognitive Processes Used by Survey Respondents to
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Biemer Paul B. et al. (eds.), Measurement Error in Surveys, Wiley:NY.
Bouchard, Thomas J., Jr. (1976), "Field Research Methods: Interviewing, Questionnaires,
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Gescheider, George A. (1988), "Psychophysical Scaling," Annual Reviews of Psychology, 39,
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Hensel, Paul J. and Noel M. Lavenka (1984), "On the Extension of Psychophysical Scaling and
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Morgan, Fred W. (1990), "Judicial Standards for Survey Research: An Update and Guidelines,"
Journal of Marketing, 54 (January), 59-70.
Ostrom, Thomas M. (1987), "Bipolar Survey Items: An Information Processing Perspective," in
Hans-J. Hippler, Norbert Schwarz and Seymour Sudman (eds.), Social Information
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Schwarz, Norbert and Hans-J. Hippler (1987), "What Response Scales May Tell Your
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Qualitative Research Designs
Anderson, Paul F. (1986), "On Method in Consumer Research: A Critical Relativist
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Arnold, Stephen J., and Eileen Fischer (1994), “Hermeneutics and Consumer Research,” Journal
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Belk, Russell W., John Sherry, and Melanie Wallendorf (1988), "Naturalistic Inquiry into Buyer
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Bonama, Thomas V. (1985), "Case Research in Marketing: Opportunities, Problems, and a
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Bristor, Julie M., and Eileen Fischer (1993), “Feminist Thought: Implications for Consumer
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Cooper, Lee G. (1987), "Do We Need Critical Relativism?," Journal of Consumer Research, 14
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Ferber, Robert (1977), "Research by Convenience," Journal of Consumer Research, 4, 57-58.
Hill, Ron P. and Mark Stamey (1990), "The Homeless in America: An Examination of
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Hunt, Shelby D. (1990), "Truth in Marketing Theory and Research," Journal of Marketing, 54
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Jaccard, James and Gregory Wood (1986), "An Idiothetic Analysis of Behavioral Decision
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Kuhn, Thomas S. (1961), "The Function of Dogma in Scientific Research," in A. C. Crombie
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Kuhn, Thomas S. (1962), The Structure of Scientific Revolutions, Chicago: University of
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Morgan, David L. (1988), Focus Groups as Qualitative Research, Newbury Park, CA: Sage
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Muncy, James A. and Raymond P. Fisk (1987), "Cognitive Relativism and the Practice of
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Noblit, George W. and R. Dwight Hare (1988), Meta-Ethnography: Synthesizing Qualitative
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Smith, Ruth Ann and David S. Lux (1990), "Historical Method in Consumer Research:
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Stern, Barabara (1996), “”Deconstructive Strategy and Consumer Research: Concepts and
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Thompson, Craig J., William B. Locander, and Howard R. Pollio (1990), "The Lived Meaning of
Free Choice: An Existential- Phenomenological Description of Everyday Consumer
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Zaltman, Gerald, Karen LeMasters, and Michael Heffring (1982), Theory Construction in
Marketing, New York, New York: John Wiley and Sons, 97-112.
Miscellaneous Issues
Performing reviews
Brinberg, David, and James Jaccard (1986), “Meta-Analysis: Techniques for the Quantitative
Integration of Research Findings,” Chapter 4, 155-180, Perspective on Methodology in
Consumer Research, David Brinberg and Richard Lutz (eds.), New York: SpringerVerlag.
Glass, Gene V., Barry McGaw, and Mary Lee Smith (1981), "Describing, Classifying and Coding
Research Studies," in Glass, McGaw, Smith, Meta Analysis in Social Research, Beverly
Hills, CA: Sage Publications, 69-91.
Schmidt, Frank L. (1992), “What do Data Really Mean ? Research Findings, Meta-Analysis, and
Cumulative Knowledge in Psychology,” American Psychologist, 47 (10), 1173-1181.
Ethics
Baumrind, Diana (1985), “Research Using Intentional Deception,” American Psychologist, 40
(2), 165-174.
Geller, Daniel M. (1982), "Alternatives to Deception: Why, What, and How ?," in Joan E. Sieber,
ed., The Ethics of Social Research: Surveys and Experiments, New York: SpringerVerlag, 1-29.
Hartley, Shirley Foster (1982), "Sampling Strategies and the Threat to Privacy," in Joan E.
Sieber, ed., The Ethics of Social Research: Surveys and Experiments, New York:
Springer-Verlag, 1-29.
Sieber, Joan E. (1982), "Ethical Dilemmas in Social Research," in Joan E. Sieber, ed., The Ethics
of Social Research: Surveys and Experiments, New York: Springer-Verlag, 1-29.
Tybout, Alice M. and Gerald Zaltman (1974), "Ethics in Marketing Research: Their Practical
Relevance," Journal of Marketing Research, 11 (November), 357-368.