Examining the Cross-National Applicability of Multi-Item, Multidimensional Measures using Generalizability Theory

Authors

Srinivas Durvasula, Marquette UniversityFollow
Richard G. Netemeyer, University of Virginia - Main CampusFollow
J. Craig Andrews, Marquette UniversityFollow
Steven Lysonski, Marquette UniversityFollow

Document Type

Article

Publication Date

2006

Publisher

Palgrave Macmillan

Source Publication

Journal of International Business Studies

Source ISSN

0047-2506

Abstract

Establishing the applicability of multi-item measures is important for making valid inferences when testing theories cross-nationally. Typically, researchers have relied upon the tenets of classical measurement theory (CT) using confirmatory factor model invariance testing to conclude that a unidimensional measure is applicable across countries. However, two important issues remain unresolved via CT techniques: (1) if the measure is found not to be invariant, CT tells us little as to why the measure varies across countries; and (2) if the measure is multi-dimensional, what factors affect its cross-national applicability? Our research seeks to address these issues and the cross-national measurement applicability of multi-dimensional scales via generalizability theory (GT). In this paper, we use a cross-national data set and simulated data sets to demonstrate the usefulness of GT to cross-national multi-dimensional measurement.

Comments

Accepted version. Journal of International Business Studies, Vol. 37, No. 4 (2006): 469-483. DOI. © 2006 Palgrave Macmillan. Used with permission.

Recommended Citation

Durvasula, Srinivas; Netemeyer, Richard G.; Andrews, J. Craig; and Lysonski, Steven, "Examining the Cross-National Applicability of Multi-Item, Multidimensional Measures using Generalizability Theory" (2006). Marketing Faculty Research and Publications. 46.
https://epublications.marquette.edu/market_fac/46