Dealing Practically with Multi-Item Scales
Multi-Item Scales: A Brief Reminder
As discussed in Chapter 4, when gathering data on a construct, researchers sometimes
seek to use multiple measurements (multi-item scales) instead of single measures.
This is desirable because it allows measurement of various aspects of a construct,
and also allows the researcher to test whether the construct seems reliably to exist
across various measures. In the text case, we have used multiple survey measurements
of both satisfaction and trust to attempt to get to a final Satisfaction and Trust
measure.
As introduced in Chapter 4, there are various practical steps to such analyses, as
discussed next.
Step 1: Deal with Reversed Items
Let us say that the ...
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