Scales Construction for Consumers' Personal Values. Methodological Aspects and Application

Scales Construction for Consumers' Personal Values. Methodological Aspects and Application

The book refers to theory and practice of the measurement and scales construction in the area of personal values. The effective measurement and scales development is a cornerstone of the scientific and practical research progress. Interdisciplinary in application, book includes: - a discussion of the generał values and personal values across different social science disciplines, as well as their relationships with the human needs, motivations, attitudes and behaviors - types of personal values and their impact on the consumers‘ analysis and marketing research - the author‘s proposition of scalę, based on the empirical research findings, for measuring the hedonic-consumerism values (HCV) with all implications for marketing activities - measurement issues in the context of social sciences research, foundations of the measurement, comparison of the classical test theory vs. item response theory in reference to scalę development - theory of reliability and validity, methods of reliability and validity analysis, criteria of the reliable and valid measurement - the classification of scalę types, levels of measurement, process of the multi-item scalę development, recommended procedures for designing and conducting studies associated with the personal values - the recommendations for designing and collecting measurement items, differences between single- and multi-item scales as well as the advantages and disadvantages of the reflective and formative items exploratory (EFA) and confirmatory factor analysis (CFA) for developing andfinalizingthe scales