Objectives and competences
Participants should be able to:
1. Strengthen and further develop theoretical and practical knowledge in a field of measurement scales (instruments) and measurement models.
2. Present different types of measurement scales (formative as well as reflective).
3. To provide students with the knowledge concerning the analysis of measurement instruments in marketing
4. To provide students with the knowledge concerning the construction, analysis and evaluation of structural and measurement models in marketing,
5. Develop, test, and use structural and measurement models.
Readings
Obvezna literatura:
1. Milfelner, Borut. (2023). Tehnike za zagotavljanje veljavnosti in zanesljivosti podatkov v marketinških raziskavah in analiza podatkov v marketingu. 1. izd. Maribor: Univerza v Mariboru, Univerzitetna založba
2. Byrne, M.B. (2016). Structural Equation Modeling with Amos. Basic Concepts, Applications, and Programming. New York: Routhledge.
3. Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135.
4. Baumgartner, H., & Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal of Research in Marketing, 13(2), 139-161.
5. Bagozzi, R. P., Yi, Y., & Phillips, L. W. (1991). Assessing construct validity in organizational research. Administrative Science Quarterly, 421-458.
Dodatna literatura:
1. Churchill, G. A. 1979. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16: 64-73.
2. Bagozzi, Richard P., Youjae Yi, and Lynn W. Phillips (1991), “Assessing construct validity in organizational research,” Administrative Science Quarterly, 36, 421-458.
3. Anderson, James C. and David W. Gerbing (1988), “Structural equation modeling in practice: A review and recommended two-step approach,” Psychological Bulletin, 103 (3), 411-423.
4. Bagozzi, Richard P. and Hans Baumgartner (1994), “The evaluation of structural equation models and hypothesis testing,” in: Richard P. Bagozzi (ed.), Principles of marketing research, Cambridge, MA: Blackwell Publishers, 386-422.
5. Bollen, K. A. & Lennox, R. 1991. Conventional wisdom on measurement: A structural equation perspective. Psychological Bulletin, 110: 305-314.
6. Diamantopoulos, A. & Siguaw, J.A. 2006. Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. Modelling in Management, 1(1): 7-17.
