Dual-Faceted Multidimensional IRT Models with Hierarchical Structure

Wang, Luming; Finn, Adam

doi:10.1016/j.ausmj.2013.02.002

Cited by 4 publications

(3 citation statements)

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“…Rasch model, one important type of IRT models, assumes that persons and items (in terms of their difficulty with respect to the construct) are located on the same dimension. The applications of Rasch model in marketing were discussed by marketers such as Salzberger (1999Salzberger ( , 2000, Salzberger et al (1999), and Wang and Finn (2013). Several models were developed based on Rasch model.…”

Section: Item Response Theorymentioning

confidence: 99%

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A Psychometric Theory that Measures up to Marketing Reality: An Adapted Many Faceted IRT Model

Wang

Finn

2014

Australasian Marketing Journal

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The marketplace has been defined by the interaction between consumers and brands, which has been recognized by the majority of marketing literatures with the exception of the measurement literature. Measurement researchers in marketing have been continuously working on improving the quality of measurement of marketing constructs by applying psychometric theories from the early Classical Test Theory to later generations such as Generalizability Theory and Item Response Theory. But only main effects (normally consumers, sometimes brands) have been focused on, and interactions between them are either ignored or treated as measurement error. This is surprising, given the voluminous literature in other areas of marketing (e.g., marketing segmentation, customer lifetime value, and customer relationship management) that build their entire frameworks on the interpretation and usage of this interaction. In the current research, we propose a new Many Faceted Item Response Theory model to fill this gap in measurement literature. Two sets of indexes describe consumers (and brands); individual main effects (and brand main effects) and brand-specific individual effects (or individual-specific brand effects). Soft drink brand equity data were used for the empirical examination.

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Section: Item Response Theorymentioning

confidence: 99%

“…By introducing C k , our approach makes a weaker ordinal assumption about the response categories (Rossi et al, 2001; Wang and Finn, 2013).…”

Section: Our Proposed Modelmentioning

confidence: 99%

A Psychometric Theory that Measures up to Marketing Reality: An Adapted Many Faceted IRT Model

Wang

Finn

2014

Australasian Marketing Journal

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“…Na área de gestão, baseando-se em consultas na Scopus e ScienceDirect, esta técnica foi utilizada para: mensurar a qualidade (Alexandre, Andrade, Vasconcelos, & Araujo, 2002;Paas & Sijtsma, 2008), avaliar intangíveis (Vargas, Selig, Andrade, & Ribeiro, 2008), mensurar o desempenho de gestão ambiental e responsabilidade social (Nicolosi, Grassi, & Stanghellini, 2014;Trierweiller et al, 2012;Trierweiller, Severo Peixe, Tezza, Bornia, & Campos, 2013), benchmarking de produtos e de marketing (Pacheco, de Andrade, & Bornia, 2015;Wang & Finn, 2013, 2014, benchmarking de setores (Albertin, Baltazar, Pontes, & Barroso, 2016;Reeves & Ford, 2004), mensurar a interação entre sistemas de informação e usuários (Rusch, Lowry, Mair, & Treiblmaier, 2017), rastreabilidade de produtos (Matzembacher, Carmo Stangherlin, Slongo, & Cataldi, 2018) e para mensurar a associação entre o nível financeiro e bem estar de trabalhadores independentes (Patel & Wolfe, 2019).…”

Section: Introductionunclassified

Aplicação da Teoria de Resposta ao Item (TRI) na identificação de indicadores quantitativos discriminantes para a prática de benchmarking empresarial

Baltazar

Albertin

Pontes

2021

Exacta

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O benchmarking como ferramenta gerencial se baseia em práticas e métricas. Entretanto, há variáveis latentes que não podem ser medidas diretamente. A Teoria de Resposta ao Item (TRI), técnica estatística muito explorada na área da saúde, é pouco explorada na área de gestão. Este trabalho busca aplicar a TRI para identificar um conjunto de indicadores que sejam discriminativos e possíveis de serem para a prática do benchmarking empresarial. Após analisar 31 indicadores de 203 empresas listadas na Bolsa de Valores de São Paulo, foi possível identificar 21 indicadores discriminantes distribuídos em 5 fatores. Concluiu-se que a TRI é uma técnica capaz de identificar indicadores discriminativos com baixo valor do Root Mean Square Error of Aproximation (RMSEA) e que traz novas interpretações de métricas já existentes - no caso específico métricas econômicas e financeiras - além de facilitar a compreensão de traços latentes.

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Brand competitiveness

Winzar

Baumann

Chu

2018

IJCHM

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Purpose This paper aims to introduce the concept of consumer-based brand value (CBBV), a change in the perspective of brand-equity and brand value from one where the brand is considered separately from other brands. The purpose of this paper is threefold: highlighting the theoretical difference between brand equity and brand value (Raggio and Leone, 2007); conceptually linking brand equity with brand value and then with brand competitiveness; and demonstrating a straightforward method for scholars and practitioners to measure brand value and then to forecast and simulate brand competitiveness. Design/methodology/approach On a sample of 190 postgraduate students, the authors apply the conjoint analysis and best-worst scaling to illustrate our CBBV model. Following Keller (1993), the authors operationalise brand equity as the outcome of consumers’ internal mental processes, in the form of brand preference, and show how preferences data can be transformed into estimates of brand value in the form of price premium. Finally, the model allows market share simulation based on manipulation of branding and brand features. Findings The paper is more a conceptual piece, highlighting the distinction between brand equity and brand value. It also demonstrates a relatively new measurement technique for transforming measures of brand equity, in the form of brand preferences, into estimates of brand value. The paper used airlines as a service-provider example, but the technique can be applied to many hospitality and service environments. Research limitations/implications The study demonstrates how brand equity drives brand value via consumer utility, and proposes a CBBV–competitiveness chain. The authors convert individual consumer preference data to brand value with subsequent preference-based market segmentation, and estimate competitiveness in two ways: market share ceteris paribus and price premium for brand indifference. They also demonstrate how market simulation can be performed so that it allows forecasting of competitiveness (market share) based on product attributes that affect brand value. Practical implications The CBBV–competitiveness chain constitutes a (new) mindset in the marketing of hospitality, tourism and other services. The study provides a method to measure and test the components of this model and determine brand competitiveness. It used airlines in the example, but the method can be applied to many different settings such as, for example, hotel management group (Starwood, Accor, Intercontinental, Hilton). The authors show how the method allows for benefit-based market segmentation, market-share forecasting and estimation of price premium. Originality value The CBBV chain provides a conceptual link between brand equity, brand value and brand competitiveness. When equity and related constructs are often conceptualised as relative to competition, they are rarely actually measured in that manner. The study shows how brand equity measured as preferences can be transformed into brand value and competitiveness relative to the competition. The combination of conjoint analysis and best–worst scaling is relatively new to the hospitality and services industries. The authors show that these tools can be applied to these industries without depending on costly software or high-priced consultants.

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Dual-Faceted Multidimensional IRT Models with Hierarchical Structure

Cited by 4 publications

References 59 publications

A Psychometric Theory that Measures up to Marketing Reality: An Adapted Many Faceted IRT Model

A Psychometric Theory that Measures up to Marketing Reality: An Adapted Many Faceted IRT Model

Aplicação da Teoria de Resposta ao Item (TRI) na identificação de indicadores quantitativos discriminantes para a prática de benchmarking empresarial

Brand competitiveness

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