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Caution in the Use of Difference Scores in Consumer Research
J. Paul Peter, Gilbert A. Churchill, Jr. and Tom J. Brown
Journal of Consumer Research
Vol. 19, No. 4 (Mar., 1993), pp. 655-662
Published by: Oxford University Press
Stable URL: http://www.jstor.org/stable/2489447
Page Count: 8
You can always find the topics here!Topics: Consumer research, Discriminants, Consumer prices, Marketing, Algebra, Statistical variance, Market prices, Prices, Wholesale trade, Customer satisfaction
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This article illustrates the common use of difference scores in consumer research and discusses a number of potential problems with using them. Difference scores often have problems in the areas of reliability, discriminant validity, spurious correlations, and variance restriction. The article concludes that difference scores should generally not be used in consumer research and offers alternatives that overcome their limitations.
Journal of Consumer Research © 1993 Oxford University Press