Do We Really Need Multiple-Item Measures in Service Research?

By A. Drolet, Donald G. Morrison. 2001

730 citations recorded by the source corpus.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Tourism, Leisure and Hospitality Management

View Paper: https://www.semanticscholar.org/paper/bd994491e1c4f66775e0072870619559fc38b678

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Citations in the corpus

Understanding consumers’ social networking site usage (2014, background): “In addition, a number of studies have made the use of two item constructs (Davis et al., 1989; Drolet & Morrison, 2001; Tan, Nguyen, Cardin, & Jensen, 2006), thus their use in this study appears justifiable.”
Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities (2009, background): “For example, recent research has demonstrated that when faced with an increasing number of similar items, “respondents distinguish less between them, and the influence of an earlier item on a later item appears greater” (Drolet and Morrison 2001, p. 200).”
The effect of consumer confusion proneness on word of mouth, trust, and customer satisfaction (2010, background): “Also, multiple-item measurement instruments can occasionally aggravate respondent behaviour and undermine respondent reliability (Drolet and Morrison, 2001), supporting the use of a single-item scale.”
The moderating role of social ties on entrepreneurs' depressed affect and withdrawal intentions in response to economic stress (2012, background): “Note that shorter scales, when available, have gained widespread acceptance across literatures such as marketing (e.g., Bergkvist & Rossiter, 2007; Drolet & Morrison, 2001) and organizational behavior (Wanous, Reichers, & Hudy, 1997) to measure specific constructs (e.g., job satisfaction).”
Characteristics of Single-Item Measures in Likert Scale Format (2010, background): “The dominant paradigm of multiple-item scale development in marketing, as advanced by Churchill Jr. (1979), has been challenged by several authors (Drolet and Morrison 2001; Rossiter 2002; Bergkvist and Rossiter 2007).”
Misresponse to Reversed and Negated Items in Surveys: A Review (2012, methodology): “Drolet and Morrison (2001) further propose that careless responding is especially likely when a reversed item is preceded by several nonreversed items.”
Towards parsimony in habit measurement: Testing the convergent and predictive validity of an automaticity subscale of the Self-Report Habit Index (2012, background): “Such burden can lead to unreliable or incomplete responses, or withdrawal from the study [21].”