TITLE

ASSESSING THE RELIABILITY OF PSYCHOGRAPHIC ANALYSES

AUTHOR(S)
Fenwick, Ian; Schellinck, D. A.; Kendall, K. W.
PUB. DATE
January 1983
SOURCE
Marketing Science;Winter83, Vol. 2 Issue 1, p57
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Psychographic, or life-style, analysis has proved useful in a wide variety of applications. However users have voiced concern about the reliability of the analysis and the reality of the segmentations it produces. As life-style items tend to be specific to individual applications and often have little theoretical support, there is particular need for a method of evaluating the stability of results. This paper reviews marketing studies which have tested life-style reliability and stability, and presents a method of assessing reliability using the jackknife. This method is particularly useful as it can handle small sample sizes, is not dependent on the number of items m the scale or the type of factor model used, and can provide detailed assessments of factor reliability. An empirical application of the method is presented. (Psychographics; Life-Styles; Jackknife; Factor Analysis; Stability)
ACCESSION #
4475399

 

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