Assessing attribute importance: a comparison of six methods

Article Abstract:

Many measures have been devised to measure product attributes important in spurring product preferences and choices. How much do these measures interrelate? A study by three State University of New York professors indicates that six major measures do not interrelate. The methods are: open-ended elicitation, information search using Jacoby behavioral process technology, direct ratings, conjoint measurements, Jaccard subjective probability indices, and paired comparisons. The study looked at convergence for purchases of birth control items and cars, and found little commonality.

Marketing research, Market research

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Measuring the involvement construct

Article Abstract:

The Personal Involvement Inventory (PII) is a bipolar adjective scale developed to identify the notion of involvement of products. The research shows PII meeting standards for internal reliability, reliability over time, content validity, criterion-related validity, and construct validity. The scores of tests of construct validity show a positive relationship with perceived differences among brands, brand preferences, interest in collecting information about the product category, and comparing the product's attributes with those of other brands.

Social aspects, Product quality, Brand choice, Brand name products, Brand names, Social psychology

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